Betfair
I’ve been involved in a lot of campaigns with Betfair over the years. These are a few that I have been creative lead on.
The Road to Cheltenham
The Road to Cheltenham was a big Betfair campaign as Cheltenham always is. We were given a brief to give bettors a reason to interact with Betfair before the festival rather than the week itself because it would be more difficult to stand out during the event.
The strategy was to reward people for betting with Betfair in the weeks leading up to the event with a pot of free bets for Cheltenham. My brief was to bring this to life and explain it in the creative.
I came up with the campaign 'The road to Cheltenham' in which we see the energy building before the main event. The Glow seen in the ads was representative of the build up and the sense of excitement in the lead up to Cheltenham.
TVC
The Second Trump Election
4 years after the first election with ‘he who should not be named’, we were tasked with coming up with another campaign. This time for Betfair.
Odds move when their mouths do.
The brief here was to capitalise on the circus around the election and find a way make it compelling for people to take interest and engage with the markets that were being traded on the Betfair Exchange (a bet trading website).
The idea was that the campaign would be built around the various quotes from the rallies, press conferences and tweets, and show how these affected the odds. Making the words coming out of their mouths the focal point of the campaign was the thinking behind this.
All of the following were actual quotes during the run up to the election and some where pretty shocking, as predicted.
