BETFAIR BASH by M&C Saatchi Melbourne for Betfair

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BETFAIR BASH

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Industry Lottery & Gambling, Business equipment & services, Corporate Image
Media Promo & PR
Market Australia
Agency M&C Saatchi Melbourne
Creative Director Steve Crawford
Art Director Vijay Logan
Released October 2009

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Advertiser: BETFAIR
Product/Service: ONLINE BETTING
Agency: M&C SAATCHI
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: M&C SAATCHI, Melbourne, AUSTRALIA
Entry URL: http://thebash.betfair.com.au//
Creative Director: Steve Crawford (M&C Saatchi)
Deputy Creative Director: Doogie Chapman (M&C Saatchi)
Senior Art Director: Tony Leishman (M&C Saatchi)
Writer: Chris Hillary (M&C Saatchi)
Art Director: Vijay Logan (M&C Saatchi)
Account Mananger: John Meagher (M&C Saatchi)
Retoucher: Ed Croll (M&C Saatchi)
Media placement: Viral - Youtube - 1/11/2009
Media placement: Ambient Pinata - Ambient Melbourne City - 12/10/2009
Media placement: Ambient Pinata Heads - Betfair Arms Caulfield Race Course - 10/10/2009
Media placement: Online Banner - Bigpond - 12/10/2009
Media placement: Online Landing Page - Betfairbash.com - 10/10/2009

Describe the objective of the promotion.
Betfair is the world’s largest online betting community. Australia is the largest betting nation, per capita, in the world. So during the most popular punting season, the Spring Racing Carnival, our task was to encourage more Australians to place their bets with Betfair.

Describe how the promotion developed from concept to implementation
Punters bet for the chance to win a prize. So during the Spring Racing Carnival, we gave one Australian the chance to win a prize money couldn’t buy – a VIP trip to Royal Ascot. But to get it, they had to smash it out of the largest piñata ever built in the southern hemisphere, a racehorse we named ‘Pancho’. We called this competition ‘The Betfair Bash’.

Describe the success of the promotion with both client and consumer including some quantifiable results
Response Rate: Customers acquired during Spring Racing Carnival 2008 - 4,318. Customers acquired during Spring Racing Carnival 2009 - 7,616. An increase of 76%. Revenue acquired during Spring Racing Carnival 2008 - $1,118,264. Revenue acquired during Spring Racing Carnival 2009 - $1,472,097. An Increase of 32%.

Explain why the method of promotion was most relevant to the product or service
For a chance to win ‘The Betfair Bash’, entrants only had to do one thing: sign up to become Betfair members. Our belief was that once they did – and saw what else Betfair offered – they would choose them to place their bets with during the Spring Racing Carnival.