Poll results: Readers mixed on Ladbrokes' Life ads
Respondents to this week's poll are undecided on whether operator's new marketing campaign will have desired effect
Ladbrokes’ new marketing campaign has received a mixed response from eGaming Review readers after a small majority of respondents to this week’s poll were unconvinced by the operator’s new approach.
The campaign, which has been given the tagline ‘The Ladbrokes’ Life’, is focused on a group of five gambling-minded friends who all take an individual approach to selecting their bets.
Labelled the Professor, the Gut Truster, Mr Brightside, Generous John and the Believer “ the characters are designed to represent five different types of bettor and have been pitched to connect with the young male demographic.
The new campaign started with a number of adverts featured in last weekend’s sports press and various television spots aired during Sky Sports’ football coverage, while this week has seen a host of posters placed on billboards and at bus stops.
The operator said it tried to distance itself from the general “loud tone” of its previous adverts and hoped the campaign would encourage new customers to download the Ladbrokes’ mobile app.
However, 53% of respondents to this week’s poll said Ladbrokes had misjudged its approach to the campaign with it unlikely to result in a significant uptick in new customer sign-ups.
The remaining 47% took the opposing view, having stated that the change in marketing strategy would see the operator stand out from the crowd and thus attract a large number of new customers.
The fairly even split appeared to mirror the response to the campaign on social media sites such as Twitter and Facebook, with many labelling the campaign ‘Marmite’ due to its seemingly divisive impact.
Ladbrokes said the adverts marked the start of a more “sensible” approach to marketing in the lead up to this summer’s World Cup “ a move which appears to contrast with some of its rivals.