Betfair unveils new tagline in Euro 2020 marketing campaign
Exchange bookmaker partners up with creative agency Pablo on ‘Because we’re Betfair’ short starring knee-sliding woolly mammoth
Betfair has launched its Euro 2020 marketing campaign in collaboration with London-based creative agency Pablo.
The exchange bookmaker’s new tagline ‘Because we’re Betfair’ is revealed during the advert, which showcases Betfair’s decision to remove cash out suspensions during the tournament.
Following on from Pablo’s work on the bookmaker’s online casino brand during 2020, the new 30-second sports betting short depicts a CGI woolly mammoth encased in ice, before it dramatically breaks free and sets off into a footballer-style knee-slide across the icy plain.
Voiceover artist Matt King – better known as Super Hans from UK sitcom Peep Show – says Betfair won’t freeze customers out of a bet to a backing track of Fatboy Slim’s Right Here, Right Now.
The spot was directed by Dom&Nic through Outsider, with post production from Coffee&TV and sound by String & Tins.
The ad will be complemented by radio, social media and digital activity, as well as a separate stream of content to highlight Betfair’s offers during the Euros.
Betfair marketing director Stephen Mault said: “The Euros is a busy period for customers so we wanted to lead with a stand-out campaign, that increased brand consideration and brought to life our key message of no cash out suspensions.
“Our customers told us the analogy of not being frozen out was a simple and playful way to land the message, and we’ve looked to evolve the Betfair brand personality to land the entertainment of betting.
“This campaign is truly Through The Line and we’ve collaborated with the likes of Facebook to ensure all ad formats are tailored to the platforms,” he added.