Unibet unveils new ‘by players for players’ TV ad
Operator’s latest campaign designed to banish bettor stereotypes
Unibet has unveiled a new TV advert as part of a global campaign to challenge the stereotypes associated with bettors.
The ad campaign is based on the Kindred sportsbook’s slogan, ‘by players, for players’ and is intended to give bettors the recognition they deserve for well-placed and well-researched wagers.
Head of brand strategy and delivery at Kindred Group Martin Dyhouse said: “At Unibet we proudly say we are ‘by players, for players’, and this advert is part of an ongoing global campaign to explain what we mean when we say it.
“The big idea comes from us wanting to challenge the stereotype of how bettors are seen. We know that bettors don’t just rely on luck, they do their homework.
“They debate with friends and do their research before making an informed bet and by placing a smarter bet, it enhances their passion and enjoyment for the game.”
The project was a collaborative effort led by Kindred’s central brand team and advertising agency DDB Stockholm, which was appointed in May 2017.
The concept was developed by DDB’s creative director Simon Higby and was directed by Andreas Roth from Stockholm-based production company Camp David.
Unibet has also released localised versions of the advert in each of its operating markets to ensure the content is as relevant as possible.
The ad first appeared on English TV during England’s World Cup qualifying match against Slovenia on Thursday.