Supporting customers to adopt responsible betting strategies.
From this Spring, Betfair are elevating their distinct promise under the new brand platform On Your Side, launching during September.
The 'On Your Side' campaign, was planned, created, and executed by Betfair’s in-house media and creative team. The campaign will run across radio, digital, social and DOOH channels from this week.
Developed in conjunction with customer research, 'On Your Side' aims to resonate with existing and prospective customers, supporting them to adopt responsible betting strategies and feel part of a community, where punters learn from other punters.
The campaign will feature voices from current customers, spreading the word on how Betfair has provided them with an exciting alternative to betting on racing and sport.
The campaign seeks to raise targeted awareness, that punters can take a different path to betting during footy finals and the Spring Racing Carnival. One that gives them more freedom, unique ways to bet and pits them against other punters, not the house.
The nature of the Betfair Exchange, where punters power prices, means that Betfair customers can often find better odds, than via other betting channels. With a unique commercial model, that sees Betfair take a small commission on winning bets, they are also the only betting brand that hopes customers win.
Betfair brand and media manager, Emil Mathias, said the wagering space in Australia is ridiculously crowded.
"At Betfair, our customers know, we stand apart from the crowd. Our team used customer feedback, to plan and ideate how best to articulate our unique position in a more powerful way," said Mathias.
"On Your Side, is more than just a tagline, it encapsulates our unique relationship with our customers. We are the only brand that truly champions winning punters.”
Stephen Doig, creative and production manager at Betfair said its in-house agency team has been excited to work on this repositioning as it just "makes sense".
"It gives us meaning for what we do internally, always focused on customer outcomes. Visually it’s simple and sophisticated and our messaging will be to the point," he said.
The campaign was planned and executed by the Betfair in-house agency team.
Credits:
Creative Production:
Creative and Production Manager – Stephen Doig
Digital Graphic Design Lead – Greg Cusmano
Digital Graphic Designer – Natalia Morales
Media Planning:
Brand & Media Manager – Emil Mathias
Campaign & Brand Specialist - Riley McCulloch
Media Buying:
Digital Media Specialist - Adrianna Lambrou
Digital Media Specialist – Michael Davy
