Specialist digital agency Essence has today launched an innovative outdoor campaign for Betfair to deliver near real-time football scores at sites throughout London.
Both devised and planned by Essence, the campaign will involve the use of outdoor digital screens across JC Decaux’s PrimeTime network, which features twenty 18m² high-quality screens from Waterloo Bridge to Hangar Lane.
The panels will deliver near real-time scores from all key fixtures in the Premier League and Champions League and have the potential to reach as many as 4.8 million people.
A congested fixture list during the next few weeks represents a crucial period for UK and European football, and a great opportunity for Betfair to engage with supporters. The activity also includes a SMS response mechanism to leverage fan enthusiasm and response around each match.
The three week campaign is targeted at male football fans over the age of 18 and supports Betfair’s recent partnerships with Manchester United and Barcelona and its launch of betfairfootball.com.
Joseph Leon, Associate Partner, Essence comments, “Betfair has an appetite for innovative digital marketing but never lose sight of performance. The campaign mirrors this approach, combining technology, creativity and media. We can’t wait to see the results”.
Paul Lewis, Head of Acquisition Marketing, Betfair comments, "The challenge for Betfair was to find an approach which did justice to the digital outdoor medium. With Essence's innovative approach to new technologies, we feel we've managed to create an exciting campaign which makes great use of all the medium's strengths whilst backing up all of our other core channel activities."
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