09/10/2007 Ladbrokes scores with first ever national TV advertising campaign for betting

Ladbrokes begin running the first nationwide TV advertising ever run by a major bookmaker this week with a campaign entitled 'café' developed by M&C Saatchi. The campaign kicks off during the half-time break of the Manchester United vs. Roma Champions League Match, which is live on ITV1. 

The new £5 million campaign stars Ian Wright, Lee Dixon and Chris Kamara as well as Rangers' Assistant Manager Ally McCoist as builders enjoying a fry-up in a traditional café. TV presenter Kirsty Gallacher appears as a waitress, with the original TV pundit Jimmy Hill, 79, making his screen comeback as the chef.

The ad shows the builders having a banter about the football, with Ian Wright challenged to 'put his money where his mouth is'. The adverts end with the strapline "Everyone's got an opinion, what's yours worth?'

The full 60-second treatment will kick-off the campaign with a variety of 30-second treatment and a series of 10-second supporting ads.

Commenting on the launch of the new adverts Chief Executive Chris Bell commented:

"These ads capture the fun of having a flutter on football and testing your opinion - something millions of people already enjoy every week. We're pleased to be the first to air with betting advertising."

The adverts were directed by Matt Lipsey at M&C Saatchi where the account is headed up by Felix Hall, Group Account Director. Media buying is by Walker Media.

Campaign Background, Objectives and Strategy

Following the introduction of the 2005 Gambling Act on September 1st 2007 broadcast advertising of sports betting was enabled for the first time under a new code of practice established by the Gambling Commission and the British Committee of Advertising Practice.  While adverts for casino gaming such as poker, roulette and blackjack are subject to a watershed of 9pm, sports betting can be advertised around sporting events. 

Ladbrokes will be the first bookmaker to commence TV advertising of betting with the aim of supporting the Ladbrokes brand positioning of "The Thrill of Playing to Win" underlying the key motivation of betting customers. 

M&C Saatchi's task was to develop a campaign to target 18-34 year old casual bettors - a target audience where Ladbrokes traditionally out-performs the competition, but who bet less frequently than older, more traditional betting shop customers.

The communication focuses on consumer motivations to bet with the aim of inspiring consumers by reminding them why they bet and inspiring them to bet again. The adverts play to how customers leverage their knowledge and enjoy the thrill of making their opinion count. Radio and press advertising will also be used in support of the TV ads to prompt betting by reminding customers of events and opportunities to bet.

The TV campaign will be aired around key sporting events with the first burst around the Champions League ties during the week commencing 1st October. Adverts will air on ITV 1, ITV 4, Sky Sports 2, Sky Sports News and Sky Sports Extra as well as the Sky Sports Pub feed, with the aim of driving footfall and sales. Total TVRs for the TV campaign will reach 752. Ads will air during Champions League matches, England's qualifiers against Estonia and Russia as well as other key sporting events. The TV advertising will be supported by radio adverts on Talksport and press advertising in sporting sections of national press.