UBET issues a statement of intent with new campaign from The Monkeys.
UBET is pitching a multimillion dollar TV ad featuring camels, cane toads, and 11 locations as the start of “one of the biggest fightbacks in Australian sports betting history”.
Having rebranded from TattsBet to UBET, Sydney agency The Monkeys was tasked with bringing a new story to the marketplace to chisel out UBET's space in the betting game.
Its business was pitched 12 months ago, with The Monkeys picking up the account. Since then, according to UBET general manager of brand Penny Glasson, they've been trying to answer why punters punt.
“We knew we needed to review the entire marketing approach, from strategy to creative,” she said.
“The business undertook an extensive research program, which identified the motivations behind why Aussies punt. The output was really compelling”.
The end result was the tag line “for the thrill of it”.
While punters may have various reasons for having a flutter, one thing connects them all: the thrill they get from watching and betting on sports and live racing.
Monkeys CEO Mark Green said this was about launching a brand new brand.
“We viewed this as a chance to relaunch an established betting brand from the ground up. This new positioning will set UBET apart in the category and we look forward to taking it into some interesting places,” Green said.
The campaign will have a multi-million dollar media campaign developed by Carat Brisbane, launching nationally through metro press and into tonight’s AFL clash between Carlton and Collingwood.
The launch media program will include free-to-air and subscription channels, supported by out-of-home, digital, print, radio, social media, as well as in-store activations.
The new TV spot was shot by Curious Film and included an 11-location shoot.
Credits:
General Manager Brand: Penny Glasson
Marketing Manager Sport: Kent Madders
Agency: The Monkeys
Production Company: Curious Film
Director: Ash Bolland
Executive Producer: Tara Riddell
Music: The Hives, Come On
Sound Design: Song Zu
Post Production: Editors
