Betfair targets value in seven-figure ad campaign
Direct price comparisons against named competitors such as William Hill, Ladbrokes, Bet 365 and Paddy Power.
Betfair has launched a seven-figure European marketing campaign challenging other operators on the value they offer customers.
Initially running for three months, the value-led campaign will, according to a statement “call out” its competitors and compare the exchange’s industry-leading prices to those of other online and traditional bookmakers.
The company used Big Al’s Creative Emporium for the campaign creative and Arena Media for its offline media buying. In a “multi-million pound” deal it appointed Big Al’s in June last year to work on new marketing campaigns. The agency previously worked with Paddy Power on the now infamous Blind Football advert. It signed a deal with Arena Media last month to run its media planning and buying account in a deal worth up to £2m, replacing MCHI.
The Gibraltar-licensed company also boasts cricketer Michael Vaughan, rugby player Will Greenwood and jockey Paul Nicholls among its ambassadors.
The “above the line” campaign will boast the strapline ‘don’t settle for less’ and will be rolled out across television, print and online media from this week. Horse racing was the first sport to go live with a 30-second television advert broadcast on Boxing Day during Channel 4 Racing’s coverage of the King George VI Chase at Kempton Park.
The company said the “much bigger push” across other sports was now live and includes direct price comparisons against named competitors such as William Hill, Ladbrokes, Bet 365 and Paddy Power, and will see the campaign replicated across other broadcast and print platforms. A spokesman told eGR a golf advert was broadcast on Sky Sports yesterday with tennis next week, while other sports will follow. The adverts will air initially on Sky, however he added that Betfair “had not ruled out” advertising on terrestrial television channels.
Betfair’s UK managing director, Peter Marcus, who joined late last year after consulting for Betclic and previously as COO for William Hill, said: “This is a simple campaign delivering the clear fact to both existing and potential customers, that Betfair offers far better value than the other bookmakers.
“The catchy, bold creative draws comparisons with our competitors and demonstrates how Betfair consistently offers better prices than the rest of the industry. When customers see how different our prices are they won’t want to bet with anyone else,” he added.