| Title | Betfair Exchange |
| Agency | Leo Burnett |
| Campaign | Best Odds |
| Advertiser | Paddy Power PLC |
| Brand | Betfair |
| Date of First Broadcast/Publication | 2018 / 6 |
| 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 |
| Length | |
| Production Co | Pulse Films |
| Chief Creative Officer | Chaka Sobhani |
| Creative Director | Chaka Sobhani |
| Creatives | Gareth Butters |
| Creatives | Liane Dowling |
| Creatives | Ben Newman |
| Board Account Director | Liam Hopkins |
| Account Director | Jay Perry |
| Account Manager | Matthew Smith |
| Account Executive | Alice Slade |
| Planning Director | Ben Felton |
| Planner | Niall Moore |
| Agency Producer | Michelle Hickey |
| Agency Producer | Abbie McClean |
| Agency Producer | Kate Omulloy |
| Agency Producer | Alex Taylor |
| Director | Jason Smith |
| Producer | Neil Andrews |
| Post Production | Prodigious / MPC |
| Sound Design | Wave |
| VO Recording | SNK |
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