Betfred has unveiled the first fruits of a £10m UK marketing push under the You’ll Love a Bit of Betfred strapline.
Developed with Manchester-headquarted creative agency BJL, the new TV ad themed as The Personal Carnival features a man in the supermarket who is treated to a carnival-style rendention of Beyonce’s Crazy in Love complete with dancers when he uses one of Betfred’s products on his mobile.
The ads are the opening salvo in a £10m marketing push for Betfred.com, focused around the simplicity and enjoyment of the betting experience, and will begin airing on the BSkyB and BT Sport channels from this weekend.
BJL creative cirector Tom Richards called the new ad “Unmistakeably feel-good”, while Betfred.com MD Chris Sheffield said the personal carnival concept from the ad agency successfully conveyed the “welcoming, inclusive personality of the brand.”
The operator is spending more than three times its TV budget of the previous two seasons as it looks to compete with the largest UK operators, Sheffield revealed to eGR last month.
The privately owned bookmaker has invested heavily in its mobile offering in recent years, in April launching its own proprietary mobile sports platform, developed in-house.
The high-street and online operator also struck an innovative deal last year for its brand to be integrated into the I AM PLAYR social football game, with Betfred co-founder Fred Done even making a cameo appearance in the Facebook game with more than one million monthly actives.
Article written by Katy Stirland
