Betfair Australia targets analytical punters with new ad campaign
New Saatchi & Saatchi spot urges customers to use data to “play the game within the game”
Betfair Australia has launched a new marketing campaign designed to showcase the analytical side of exchange betting and appeal to savvy bettors
The new campaign designed by Saatchi & Saatchi Melbourne, is fronted by a 30-second video spot titled ‘The Game Within the Game’.
The clip shows the numbers that make up sport with a voice-over, saying: “Rethink the way you see sport. Every action or play can be represented by a series of numbers. When you analyse this data, patterns begin to emerge. If you follow these patterns and develop systems you can play the game within the game.”
Pip Kerr, Betfair marketing and VIP director, explained: “Our betting platform is unique and our business model relies on winners, we are all about giving our community the right data, intelligence and support they need to be successful in their decisions.
“The ‘Game Within the Game’ idea certainly celebrates that in a very visual and category disrupting way”.
Mark Cochrane, managing director at Saatchi & Saatchi, said: “We are excited about the unique position Betfair has in the marketplace, and also excited about where this idea can take them”.