Agency: Leo Burnett London
Chief Creative Officer, Creative Director: Chaka Sobhani
Creatives: Gareth Butters, Liane Dowling, Ben Newman
Board Account Director: Liam Hopkins
Account Director: Jay Perry
Account Manager: Matthew Smith
Account Executive: Alice Slade
Planning Director: Ben Felton
Senior Planner: Niall Moore
Agency Producer: Michelle Hickey, Abbie McClean, Kate Omulloy, Alex Taylor
Director/ Production Co.: Jason Smith / Pulse Films
Producer: Neil Andrews
Post Production: Prodigious / MPC
Sound Design: Wave
VO Recording: SNK
Published: June 2018
Synopsis:
Bookmaker Betfair launched a TV ad last weekend for the Betfair Exchange, as the first part of a new campaign created by Leo Burnett London – the agency’s first work since April, when it won the business to position Betfair as a destination for sports bettors.
The strategy, informed by research by Leo Burnett’s dedicated insights team, PeopleLab, comprises a suite of through-the-line strands designed to re-introduce consumers to the Betfair brand and what it stands for. The first ad to air was to build awareness of its revolutionary alternative betting platform: the Betfair Exchange.
The Exchange and Best Odds films deviate from the category norm and are unified by the campaign strap line, relating to the cognitive process of Betfair’s core sports bettor: ‘Betfair: where gut instinct meets smarts’. This concept of combining gut instinct and smarts to inform decisions runs across every customer platform, which also includes press, radio, social, display, CRM, OOH and in-app.
Gareth Butters, Liane Dowling and Ben Newman from Leo Burnett London said: “The latest campaign for Betfair re-establishes the brand with a calm and confident strut.
The latest work highlights the more discerning bettors’ use of gut instinct and smart, agile thinking to choose the right bet.”