The ads, created by Albion, will launch on TV and online, and aim to demonstrate how Betfair’s betting exchange proposition allows people to bet against each other, rather than against a traditional bookmaker.
It hopes to encourage customers to ’cut out the middleman’ by betting directly with other people on Betfair andreaffirm existing customers’ choice of Betfair.
The ad will air during a range of sports events including Premier League football on Sky Sports and ESPN,Champions League football on ITV and Channel 4 Racing, as well as other big events such as the Ryder Cup.
The activity will be supported by a global online effort that integrates all channels with particularly high visibility online and within social media.
In addition PR, CRM, natural and paid search, and Betfair’s on-site activity will also reflect this messaging, as will the activation of the company’s sponsorship assets including Manchester United FC, FC Barcelona and Ascot racecourse.
Betfair’s head of UK marketing Matt Booth says: “We aim to appeal to the hearts and minds of potential customers by presenting Betfair as a genuinely better way to bet, based on our unique and compelling value proposition.
“Only by being part of the World’s Biggest Betting Community can punters get better value, better odds and bigger wins. Only on Betfair can customers cut out the middleman – the traditional bookmaker who adds no value to your betting experience.”
Albion London CEO Jason Goodman adds: “The betting industry is extremely competitive but Betfair’s peer-to-peer exchange model makes the brand unique. It’s this factor that Albion wanted to bring to life. In encouraging punters to ’cut out the middleman’, this campaign uses the vernacular of modern, disintermediating businesses who have thrived in the digital age by allowing their customers to go ’direct’.
“Throughout the development process, we were encouraged by Betfair to keep pushing the boundaries. ’Middleman’ a compelling and competitive creative proposition which once again shows that Betfair is a real force to be reckoned with.”
Last month, Betfair said it is raising awareness among elite athletes about betting-related issues and “how to prevent corruption” in their sports. The betting company has committed to the cause by signing a three-year deal with the British Athletes Commission (BAC), an independent organisation representing the interests of UK athletes.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.