Ladbrokes changes marketing tack with new campaign
'The Ladbrokes Life' slogan to make debut tomorrow new as operator ditches previous "loud" marketing tone
Ladbrokes is to debut its new-look marketing strategy this weekend in a flurry of TV and newspaper adverts, as it seeks to distance itself from its previous “loud” tone.
Adverts featuring the new ‘The Ladbrokes Life’ slogan will begin to air during this weekend’s sports coverage and will feature heavily in this national print press with five consecutive pages of advertisements in tomorrow’s Sun Sport section.
The new campaign features five characters designed to represent different types of bettor “ The Professor, the Gut Truster, Mr Brightside, Generous John and the Believer.
Italian sports announcer Tiziano Crudeli (pictured above) will no longer be involved in Ladbrokes’ marketing, and the operator said the move will see it employ an entirely different tone to that of other gambling advertisements.
A 60-second film introducing the characters will broadcast on Sky and ITV this weekend, while five individual 30-second adverts featuring the characters are to be introduced over the course of the year.
Ladbrokes announced it was to overhaul its advertising strategy in January this year and appointed marketing agency BBH London to develop a new branding initiative after its previous contract with Sapient Nitro ended.
“Our challenge was to rise above the general noise in the market and BBH have developed a strong campaign that we believe will appeal to customers and encourage them to download our mobile app,” Andy May, brand, research and retail marketing director at Ladbrokes, said.
“We are delivering dramatic improvements in the products and services we offer our customers, and we felt it was time to make a real statement and say to customers that Ladbrokes understand you, knows what you like and how you bet.”