Monday August 15,2011 : Viral campaign a play on a Ferrero Rocher classic
A 1990s Ferrero Rocher chocolate advert based upon a party in a European ambassador's official residence has become the inspiration for online betting exchange Betfair's latest marketing effort.
Using a play on the famed Ferrero Rocher line "Monsieur, with these Rocher, you're really spoiling us", the ad replaces the chocolates with betting balls on a butler-carrying silver salver and substitutes the line with "Ambassador Dixon, with these delicious football insights you are really spoiling us".
"Ambassador Greenwood", when asked how accurate his rugby insights are, replies in his broad Yorkshire accent "Eccellente" while the strapline reads "Enjoy the reception at Betfair.com".
Betfair recently signed up footballer Lee Dixon, cricketer Michael Vaughan, horse trainer Paul Nicholls and rugby player Will Greenwood for a year-long contract as Ambassadors for the brand.
The online campaign created by Big Al's Creative Emporium went live this week running as pre-rolls on E-Player, ITVB, 4OD and Yahoo.
In an initiative to attract new customers, Betfair's marketing team created a buzz earlier this week with the placement of QR codes on the back of two well-known female beach volleyballer's bikini bottoms at a test Olympic beach volleyball competition.