ommenting on the new campaign Ladbrokes Managing Director of eGaming John O’Reilly said: “The World Cup is the biggest customer recruitment opportunity across a four year cycle and to ensure the Ladbrokes brand is front of mind we are launching a new advertising campaign that communicates the anticipation and excitement of betting.”
The UK betting industry saw us$ 721 million staked on the 2006 World Cup – a figure expected to increase significantly in 2010 as a result of increased broadband access and the growing popularity of betting in running during matches.
The new campaign follows a brand review by the leading bookmaker earlier this year which led to a brief to M&C Saatchi to develop a unified approach for all Ladbrokes communications, creating a universal insight that pulls all Ladbrokes betting and gaming products together under one brand proposition.
The new campaign focuses on ‘feeling’ as a key consumer insight that will be applied across Ladbrokes’ channels and products. The new campaign uses the strapline: “Got the Feeling, Get to Ladbrokes.” The multi-channel approach will emphasise the ease of betting with Ladbrokes in shop, online and on the phone – something customers at Ladbrokes can do using the same account across any channel.
While the new creative incorporates a highly stylised visual impact that is a departure from Ladbrokes’ previous campaigns it does use Ian Wright and Chris Kamara who have appeared in earlier TV campaigns for Ladbrokes. The Ad Director Vaughan Arnell is previously renowned for his work on music videos such as Robbie Williams’ Angels.
The creative features a series of entertaining vignettes, some of which are 1960s themed, set to the tune of ‘Self Preservation Society’ from the film The Italian Job. Chris Kamara and Ian Wright give cameo performances extolling England’s chances at the World Cup.
As the action comes to a conclusion, it becomes clear that we have been inside the mind of a football fan, watching his decision making process taking place. As we come out of his head we see him blurt out loudly that England are going to win the World Cup, however he has forgotten that he is at dinner with his girlfriend who looks very unimpressed with his inappropriate behaviour.
Other ads in the series follow the same concept of people reaching a betting decision and blurting it out in an inappropriate place. Each ad concludes with ‘Got the feeling? Get to Ladbrokes’ and then a betting market and price, or the sign up offer ‘Bet £5, get £25 free’.
O’Reilly continued: “The new advertising campaign and overall refreshed look and feel across print and online aims to further reinforce Ladbrokes’ place as Britain’s favourite bookmaker, demonstrating that Ladbrokes understands the mindset of football bettors and that having a bet is a fun, contemporary thing to do.