Old habits die hard it seems
Today [16th August 2013] UK bookmaker, Betfair, is launching a new Sportsbook-led advertising campaign for a product called Cash Out. This allows punters to cash out before results come in. However, tt will include prominent TV advertising as well as a significant digital investment across Perform Media, The Guardian, The Telegraph and (significantly), Facebook. The initiative has been planned and bought by Arena, and created by WCRS. It’s particularly relevant to mobile because of character portrayed in this particular advert.
The TV advert – a pair of slow-motion TV spots, show a man engrossed in a football match, deciding whether to cash out of his bet now via his mobile device.
His dilemma is whether to take smaller winnings, or risk it all for a bigger payout, whilst people move all around him.
The Betfair product lets people cash out of their singles and multiples bets when in a winning position without having to wait until the end of that particular sporting event.
It’s fascinating from a mobile perspective because of the client’s choice of media.
It still seems logical to advertisers to place an advert for a service on TV which is deployed via a mobile connexion.
Even though the main points of interaction between the target and Betfair are almost certainly via the mobile web.
Mark Ody, Betfair’s brand director commented, “This is a flagship launch for Betfair at a key time in the sporting calendar.”
“Betfair will continue to innovate around live sports throughout the season and the marketing and communications potential around this is very exciting”.
Created by WCRS and planned and bought by Arena. However, Arena insists its client betfair has increased social spend across the core social platforms.
For those interested, the TV commercials were directed by Adam Gunser at Bare Films and will be further supported by 30″ and 10″ cut-downs. Production was completed by Hogarth.
Hmm. We also notice that the images supplied with this announcement showed a guy with a laptop. Not a mobile as in the advert.