The New Football Pools is launching a £5.5 million campaign to promote its diverse offering to coincide with the start of the football season.
The campaign aims to re-engage with the modern day football fan and bring the mechanics back to the roots of football, in a 21st century social environment.
The task was awarded to VCCP Group, who created a team of specialists from Stephens Francis Whitson, BMT, Pure Media and VCCP’s digital arm to co-ordinate all the disciplines required.
The campaign, which carries the strapline, ‘Don’t just talk a good game, play one’, capitalises on the increasing trend of social gambling amongst 18-45 year old males, signified by the rise of league table based competitions and sport based fixed odd betting.
The focus is to drive players online to footballpools.com where they cannot only play the pools prediction games and read rich football content but also set up leagues with friends and interact with the views and news from celebrity pundits including Alan Hansen, John Barnes and Mark Chapman.
The proposition of the campaign, ‘making the banter matter’, aims to reflect the consumer insight that inside everyone is a football pundit.
Mark Joy, managing director of BMT, said, “We’ve created a campaign which will allow a huge amount of flexibility, engaging through topical football content whilst at the same time driving the desire to act with the lure of turning the skill of prediction into a cash reward.”
Jon Sheehy, marketing director at The New Football Pools, added, “We are confident we have everything in place to put the pools back where it belongs, at the heart of football in this country. The range of games, opportunity to interact and tie-ups with the major football leagues are coupled with a well planned and well executed campaign to bring 85 years of football heritage into modern times.”
The campaign breaks across the UK in time for the start of the new Premier League season. Media will be heavily up-weighted in the football heartlands around the North and Midlands using outdoor sites, radio, stadium advertising, buses and press.