Betfair has made its first advertising performance. This comes a short while after having their marketing aligned with Paddy Power which was happened in this year’s first half. The multi-channel campaign “Ready?” has been launched by Betfair jointly with Betfair and Lucky Generals. The new product will cover all communication channels such as TV, social media, radio and newspapers. Luck Generals was picked by Betfair officials as a creative lead agency back in May. Paddy Power managed to register the first corporate savings within the marketing department after the post-merger synergy strategy was put to practice.
“Ready” campaign has already hit top notch. It is recognized as a triumphant attempt between balancing sports and important brand communications. The product does not promote competitive odds or any other sort of bonuses that players can qualify for. During half time in Leicester vs Man United, the “Ready” product was advertised for about 60 seconds. “A champion is someone who’s ready when the gong rings – not just before, not just after – but when it rings. Ready?” this is the voice-over quote being used to advertise the product. This is from the well-known heavy weight boxer Jack Dempsy.
Betfair is well recognized in the betting industry. It has introduced revolutionary products such as Acca Edge and Price Rush as well as imposing changes in the betting industry. The main objective of the campaign is for Betfair to differentiate themselves from Paddy Power and other bookmakers. This is according to Lucky Generals. According to Paul Gambrill the Marketing and Brand Director at Paddy Power Betfair the “Ready” campaign will be an efficient method for capturing anticipation of sports and betting. The campaign is set to be launched in Denmark, Spain, and Italy.
This article is published in: Betting companies, News
Tags: Betfair, betting adverts, PaddyPower
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