The bookmaker claims that the amount spent on betting during this year’s World Cup is expected to increase “significantly” on the £500m staked on the 2006 tournament, driven by rising online betting activity and in-play betting.
John O’Reilly, managing director of eGaming at Ladbrokes, says the World Cup activity aims to exploit the “biggest customer recruitment opportunity” the sector has had for four years.
The £5m marketing campaign, created by M&C Saatchi, stars ex-footballers turned pundits Ian Wright and Chris Kamara and aims to convey the “anticipation and excitement” of betting.
The TV spots feature people reaching a betting decision and blurting it out in inappropriate places. Each ad concludes with the strapline “Got the feeling? Get to Ladbrokes”.
One execution, 60s-themed and set to the Italian Job theme tune “Self Preservation Society” , sees Kamara and Wright discussing England’s chances at the World Cup before it is revealed that the scene is a football fan’s daydream. He awakes and declares England will win the World Cup.
The move follows rival William Hill’s recent football-themed “I will” campaign that attempted to position the bookmaker as the natural home for football betting.