As the domestic football season draws to a close for 2009/2010, the final whistle has been blown on our highly acclaimed integrated marketing campaign for Betfair – The Betfair Front Room.
It’s been a rollercoaster of emotions with plenty of laugh or cry moments, but what we’ve managed to pull off has been nothing short of incredible. We’ve created and aired over 60 TV commercials and over 80 pieces of online content…in 8 months. Yes that’s right, just 8 months.
When we kicked off the campaign we raised plenty of eyebrows.‘You’re going to shoot a new TV commercial every 2 weeks…and you’re going to use real football fans… and the whole thing is going to be unscripted from start to finish?’ they asked. We smiled in the face of our critics who said it couldn’t be done as we tore up the TV advertising rule book.
The campaign hasn’t just got people talking in advertising circles. We smashed the business objectives set out by Betfair with overall acquisitions up by 50% and the highest number of new sign-ups ever outside of a major football tournament. We’re still smiling. But, the icing on the cake had to be the bonus of Betfair topping 3 million customers during the campaign, becoming the World’s Biggest Betting Community. Our faces are beginning to ache.
So as we throw our proverbial football strips back in the kit bag for this season, we’re super excited for the World Cup activity with Betfair, and with lots more thought inspiring creative briefs in circulation – we’re already well into our pre-season regime.
A massive thank you to all involved: a brave client, an extremely hard working production team in Hotspur & Argyle, a fabulous football-nut Director in Theo Delaney and of course, the team here at Albion – A special mention to Matt, Petrina, Andre, Sam and Neil.