The Pools unveils ‘True Originals’ video advertising campaign
The Pools (formerly The Football Pools) has unveiled the next phase of its major rebrand with its TV and video on demand (VOD) advertising campaign, ‘True Originals’.
The 30-second advert – which sees a modern-day football fan discover his father’s box of memorabilia, including a historic Football Pools slip, before flashing forward to the latest smart phone app version of The Pools – leverages the brand’s nostalgic place in British cultural heritage, while celebrating its commitment to reaching new audiences and the next generation of football fans.
‘True Originals’ follows the launch of February’s out-of-home and radio campaign, ‘The Parents’ – a light-hearted and nostalgic celebration of the brand’s long-held position in football fandom and the strong connection with its loyal customer base.
The transition from offline to online for ‘True Originals’ follows The Pools’ recent upgraded online presence powered by Gaming Innovation Group (GiG Software Plc) and reflects the brand’s commitment to providing a modern, user-friendly experience for both new customers and old, while maintaining its iconic reputation in UK betting.
The digital reinvention of the beloved ‘Classic Pools’, and other pools games, now takes the form of a digital membership allowing customers to choose their preferred game and set their monthly spend level (£10, £15, £20) while enjoying exclusive member benefits such as free-to-play games and free bets.
James Arnold, chief executive officer of The Pools, said: “The Pools has been a constant throughout the past 100 years of football history and British culture, but with ‘True Originals’ we’ve repositioned the brand as a modern entertainment platform, re-imagined for a younger generation.
“In this video campaign, we’ve connected with our past, celebrating what makes The Pools such a unique, iconic British brand, but transposed our best characteristics for a digital-first customer base.”
The Pools collaborated with London-based creative agency Amigo Partnership to deliver the ‘True Originals’ campaign.
Hugh Johnson, director, global client partnerships at Amigo Partnership, said: “The Pools has been a stalwart of British football culture for decades and holds a nostalgic place in the hearts of many.
The creative taps into the zeitgeist for retro trends and positions The Pools as a true original. Heroes come and go, but originals never go out of style.”