Poll: Will new ad campaign bring life back to Ladbrokes?
New campaign launched last weekend was said to be a move away from its past "loud" tone, but will the change help drive new acquisitions?
Ladbrokes kicked-off its pre-World Cup marketing campaign at the weekend with a new ‘Ladbrokes Life’ TV advert the operator described as a change in tack from previous campaigns.
Italian sports announcer Tiziano Crudeli and ex-footballer Chris Kamara have been replaced by five characters “ the Professor, the Gut Truster, Mr Brightside, Generous John and the Believer “ designed to represent five different types of bettor.
The new campaign started with a number of adverts featuring in the weekend’s sports press and various television spots aired during Sky Sports’ football coverage.
A 60-second TV advert depicts the characters selecting their bets via a range of different methods and appears to be targeted towards the younger male demographic.
“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.
Ladbrokes has sought to distance itself from the “loud tone” it has previously adopted in order to differentiate from other operators in the space, such as Paddy Power and Betfred.
Paddy Power has courted controversy with some of its recent advertising campaigns, while Betfred launched a £9m marketing push for this football season which has included the phrase “You’ll love a bit of Betfred”.
The advert received a mixed response on social media platforms, with responses suggesting viewers either loved it or hated it, but the true test will be if it drives downloads and new depositors to the mobile app.
And so we ask if Ladbrokes’ new marketing campaign will help it stand out from other operators in the space and generate a significant number of new customers?
Have your say on the right hand side of the page.