Jay Perry
Account Director at Leo Burnett
London, United Kingdom
TitleBest Odds
Campaign Best Odds
Advertiser Paddy Power PLC
Brand Betfair
Date of First Broadcast/Publication
Business Sector Lottery & Gambling
Philosophy Bookmaker Betfair launched a TV ad last weekend for the Betfair Exchange, as the first part of a new campaign created by Leo Burnett London – the agency’s first work since April, when it won the business to position Betfair as a destination for sports bettors. The strategy, informed by research by PeopleLab, comprises a suite of through-the-line strands designed to re-introduce consumers to the Betfair brand and what it stands for. The first ad to air was to build awareness of its revolutionary alternative betting platform: the Betfair Exchange. The latest addition to the Betfair campaign is a 30-second ‘Best Odds’ commercial, where a savvy young sports fan identifies Betfair as offering ‘the best odds on the World Cup’. The Best Odds campaign breaks nationally / internationally on June 7. The TV ad will run on ITV and Sky Sports in the UK. The Exchange and Best Odds films deviate from the category norm and are unified by the campaign strap line, relating to the cognitive process of Betfair’s core sports bettor: ‘Betfair: where gut instinct meets smarts’. This concept of combining gut instinct and smarts to inform decisions runs across every customer platform, which also includes press, radio, social, display, CRM, OOH and in-app.
Media Type Television
Production Co
Chief Creative Officer
Creative Director
Board Account Director
Account Director
Account Manager
Account Executive
Planning Director
Agency Producer
Agency Producer
Agency Producer
Agency Producer
Post Production
Sound Design
VO Recording

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