Betfair repositions brand with new campaign

Betfair is looking to shift towards a more “distinctive and credible” brand through its new advertising campaign.

The gaming operator this week introduced a new look in adverts unveiled across TV, radio, print, digital and social media in seven different European markets.

Created by the Lucky Generals agency, the adverts convey moments of anticipation around sport by asking a simple question: ‘Ready?’

Betfair’s marketing director Paul Gambrill said the campaign was consciously created to avoid the “laddish advertising” that is synonymous with the sector.

“Everyone is using groups of guys in their ads,” he told the Marketing Week trade magazine. “We have tried that too – we’ve had ads with guys sitting on sofas, and they performed well in the past. We now want to go to a place where nobody else is and push boundaries.

“Too many brands are doing laddish advertising. I like to think we’re ahead of that, as we’ve moved away from it and as a result will become even more credible. We’re not moving back to it any time soon.”

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