BETFAIR AUSTRALIAN by M&C Saatchi Melbourne for Betfair

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BETFAIR AUSTRALIAN

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Industry Lottery & Gambling
Media Promo & PR
Market Australia
Agency M&C Saatchi Melbourne
Creative Director Doogie Chapman
Released October 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: BETFAIR
Product/Service: ONLINE BETTING COMPANY
Agency: M&C SAATCHI
Date of First Appearance: Oct 18 2010
Entrant Company: M&C SAATCHI, Melbourne, AUSTRALIA
Creative Director: Doogie Chapman (M&C Saatchi)
Media placement: Viral - 1 Spot - Online - October 18, 2010
Media placement: Teaser Campaign - 3 Spots - Online - October 25, 2010
Media placement: TV Campaign - 3 Spots - Commercial TV - November 17, 2010
Media placement: Press - Fairfax Press - November 17, 2010

Describe the objective of the promotion.
Betfair wanted Australian punters (men aged 20-55) to have a bet on the cricket – a sport that for years has been plagued by betting scandals. So during cricket’s most revered tournament, The Ashes, we had to persuade punters to put aside years of negative perceptions involving match-fixing, bribe-taking and ball-tampering and have a bet.

Describe how the promotion developed from concept to implementation.
Unable to ignore past cricketing scandals, we created one of our own. The idea was simple: an English cricket captain betting against England winning The Ashes. Why? Because Betfair offered such irresistible odds on Australia. For the summer, he became a ‘Betfair Australian’. Our campaign goal was to generate enough awareness to significantly increase the number of people betting on cricket compared to the previous summer.

Explain why the method of promotion was most relevant to the product or service.
In four carefully planned steps, our campaign played-out just like a tabloid sports scandal. Incriminating footage was leaked online. Fake teasers promised a tell-all television interview. We then turned that interview into a series of television commercials promoting Betfair, before adding adding innovative press, online, eDM and live in-play updates.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Lapped up by the scandal-hungry media, the ‘Betfair Australian’ campaign received 200,000+ views on YouTube and generated an estimated $1.6 million in PR value. But its real success was the increase in numbers of Australian punters who engaged with Betfair during The Ashes. Active betting increased by 55% and total revenue was up 103% on the previous summer.