alexandra b on betfair casino commercial

“Parties spend an awful lot of money on polling to get an understanding of what people think, whereas on the exchange there’s no better place if you believe something to put some money on it. “We’ve found the prices on political bets have been much more accurate on the exchange than traditional bookmakers, because it’s what people actually think,” Mault explains. The staggering £199m pot dwarfs any other event in the brand’s history, including World Cup finals. Politics is one of the hottest topics on the exchange, with the 2016 US presidential election becoming Betfair’s biggest ever traded market on the exchange. Players on the Betfair Exchanges can bet on everything from Premier League football to when the UK will leave the EU.

Inside Paddy Power’s campaign to ‘call bullsh*t’ on football shirt sponsorship “We will look to reach our audience on other channels and other times, communicating the message through digital, which allows us to take them on more of a journey, as opposed to relying on 30-second TV ads to do the trick.”Īs well as bringing the campaign to life online, Betfair wants to break down barriers to understanding peer-to-peer betting with the introduction of an education hub featuring bite-size tips on how to use the exchange. “It’s a real opportunity for us to take the lead and not just rely on 30-second TV ads during live Premier League football,” he tells Marketing Week. Mault believes the whistle-to-whistle ban is a big opportunity for brands that want to be progressive and have a desire to innovate.

In fact, Betfair plans to spend less money on advertising around live sport and has moved more media spend over to digital as the whistle-to-whistle ban on gambling advertising comes into force for the 2019/2020 football season, starting with the Championship this weekend. The advertising has been designed “with a digital lens”, explains brand director Stephen Mault, who is convinced the old school method of editing down a 30-second TV ad for online is dead. Running online and across TV, radio and social, the campaign covers everything from the benefits of using the exchange to how to set your own odds. The campaign, devised by Leo Burnett London, features 40 individually scripted ads using real-life scenarios and analogies to simplify the betting process. Taking creative inspiration from Oscar-winning film The Big Short and the way its characters use simple analogies to explain complex concepts, Betfair has enlisted the help of actor Clive Owen to demystify the process of peer-to-peer betting. Betfair is returning to its roots with a new campaign that puts its peer-to-peer betting exchange front-and-centre in a bid to appeal to early adopters and novices alike.

Alexandra b on betfair casino commercial