William Hill kicks off World Cup ad campaign
UK operator debuts new "punter-first" TV campaign backed with marketing push across all media channels
UK bookmaker William Hill has revamped its marketing for the World Cup with a “punter first” multi-platform marketing campaign that launched last night with an in-play focused TV ad.
The campaign features a series of TV, print and online adverts developed in collaboration with creative agency Creature of London, each telling a different story of three punters and their experience betting while watching football.
The first 30-second TV advert aired last night during England’s pre-World Cup friendly against Ecuador on ITV and aimed to showcase the operator’s range of markets for each sporting event with the slogan “make every moment matter”.
Alex O’Shaughnessy, director of marketing at William Hill, said the idea of the adverts was to take a “punter-first” approach.
“Reflecting the culture that exists within William Hill, we want to put the punter at the heart of our communications, and celebrate the passion that exists within our betting community,” he said.
“We expect this summer’s World Cup finals to be the biggest we have seen in our 80-year history, and our range of products and markets will help our punters make every moment matter,” O’Shaughnessy added.
According to marketing magazine The Drum, the bookmaker has set itself a £200m revenue target for the World Cup, double the £100m generated from the 2010 tournament in South Africa.