Agency: M&C Saatchi
Ladbrokes is launching its biggest ever advertising campaign ahead of the forthcoming 2010 World Cup. The £5m TV and press campaign launched in the half-time break during England vs. Japan on Sunday May 30.
The new campaign aims to highlight the ease of betting across all Ladbrokes channels though a series of entertaining vignettes. Set to the tune of ‘Self Preservation Society’ from the film The Italian Job, the ads have a highly stylised look, which is a departure from previous campaigns.
Labrokes has retained Chris Kamara and Ian Wright, who have featured in previous campaigns. The pundits give a cameo performance 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 unimpressed by his inappropriate behaviour.
Other executions 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’.
Commenting 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 new campaign, which follows a review of the bookmarker’s communications earlier this year, has been created by M&C Saatchi. The agency has a brief to develop a unified approach for all Ladbrokes communications that will pull all of its betting and gaming products under one brand proposition.
The UK betting industry saw £500 million staked on the 2006 FIFA World Cup – a figure expected to increase significantly in 2010 as a result of increased broadband access and the growing popularity of betting as matches unfold.
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.”