After the thrills and spills of a highly entertaining production, tomorrow sees the launch of our fantastic new ‘Middleman’ campaign for Betfair.
It’s Betfair’s biggest ever marketing campaign to date (see this article on Brand Republic) and we’ve been really lucky to work with a cracking international client team in Hammersmith and Malta in our bid to position the brand as ‘The World’s Biggest Betting Community’ (yes, we’ve even got that claim through those lovely people at Clearcast).
The idea’s a simple one: on Betfair, you cut out the middleman which means you bet direct against 3 million other people. And that of course means better odds and much bigger wins (than all those traditional high street bookmakers).
As you’d expect for a brand like Betfair, it’s a fully integrated campaign with a massive online push that kicks off this weekend with the first ever YouTube takeover by a betting brand. A massive coup for all of us involved and a nice little cameo from Andy Gray of Sky Sports, so watch out for that from midnight on Saturday…
We’re also going to be on TV throughout the season’s live sport coverage (football, horse racing, golf, cricket, you name it…) with a couple of hilarious ads showing how middlemen (yes, it’s those traditional bookies again) get in the way of people trying to betting and add no value.
A big well done and a massive thank you to everyone involved at Betfair, all our partners and of course here at Albion (too many to mention in this post, but you know who you are).
Look out for it over the weekend.
Here’s a sneak preview for you:
I don’t understand this advert, ‘cut out the middleman’?
September 23rd, 2010 at 9:46 amBetfair itself is the middleman in exchange betting, a fact they acknowledge.
They also take a commission for being the middleman.