Ladbrokes Aus throws down gauntlet in new ad campaign
Operator challenges punters to take it on in adversarial fresh marketing push
Ladbrokes’ Australian arm has taken âbookie versus punter’ to the next level with the launch of a confrontational advertising campaign which asks customers if they are âup for the challenge’.
The first of the TV ads, which launched last week, includes a number of sports-related clips featuring a voiceover urging customers to “beat the odds” and to “back yourself â right or wrong?”
“The whistle blows, the lights go green, the gates crash open, it’s now or never â are you up for the challenge?” the voiceover adds.
Speaking to EGR, Ladbrokes Australia CEO Dean Shannon said the ads were aimed at maintaining its unique voice in the market, with the suggestion being that Ladbrokes is the bookie to bet with.
“Our main tagline to challenge punters will be âwho will you bet against?’ And of course the answer is Ladbrokes is up for the challenge,” Shannon said.
The chief exec also said the âup for the challenge’ tagline would be used internally.
“‘Up for the challenge’ is our organising idea that will flow through to our clients as well as internally through Ladbrokes Australia,” Shannon said.
“Building scale in Australia is a challenge and we are up for it,” he added.
Despite being a relatively new brand in Australia, Ladbrokes has managed to challenge the likes of William Hill and bet365 in the market and to build trust further the new campaign draws attention to the fact that Ladbrokes has been taking bets since 1886.