Tue, 11 Mar 2014 14:55:59 GMT
The Racing Post is launching a major new advertising campaign promoting its app that urges people to “stop headless betting”.
The campaign, created by Sell! Sell!, kicks off with a humorous TV ad populated by people without heads betting on their phones.
Using the endline, “Bet with your head”, the spot encourages people to make a more informed choice with the Racing Post betting app.
The campaign, which launches this week to coincide with the Cheltenham Festival, comprises two 30-second TV executions, as well as radio and print ads.
Louise Agran, the Marketing Director at the Racing Post, said: “Sell! Sell! has once again hit the nail on the head when it comes to differentiating the Racing Post app from everyone else operating in the world of betting and betting advice.
The ads are charming, funny and unique. And we’ll begin our campaign to Stop Headless Betting at this week’s Cheltenham Festival.”
Vic Polkinghorne, Creative Director at Sell! Sell!, said: “The market for betting apps is crowded, and advertising for bookies is incessant and noisy, so it was important for us to find a way to make Racing Post distinctive in this category.
“With “Stop Headless Betting”, we’ve produced a campaign that communicates with charm and intelligence what the benefit of using the app is and why a punter would use it, rather than just shouting brand names which seems to be the fashion right now.”
Creative Director: Sell! Sell!
Art Director: Sell! Sell!
Copywriter: Sell! Sell!
Account Director: Sell! Sell!
Agency Producer: Sell! Sell!
Photographer: Nick Dowding
Director: Tom King
Production Co: Gas & Electric
Producer: Douglas Pye
Editor: Alex Emslie
Post Production: Framestore
Sound Design: Wave
Typographer: Sell! Sell!
DoP: Ray Coates
Media planning/buying: OMD MGM
Media spend: £500k
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Categories: Gambling, Sports and LeisureWave Studios, Tue, 11 Mar 2014 14:55:59 GMT