02/12/2012 :  IT’S ALL IN THE ADVERTISING
 
Creative campaigns to cut through the noise
 
Betfair will embark on a seven-figure European campaign that for the first time will directly name its competitors.
 
The campaign, which was created by Betfair's creative team and features the strapline "Don't Settle for Less", will appear across TV, print and online and directly compares its prices against competitors that include William Hill, Ladbrokes, Bet 365 and Paddy Power.
 
Peter Marcus, Betfair's UK managing director, said: "This is a simple campaign delivering the clear fact to both existing and potential customers, that Betfair offers far better value than the other bookmakers."
 
Foxy Bingo too is set to debut its latest marketing effort with an advert created by The Biscuit Agency to appear across Facebook, Twitter and television.
 
The brand's mascot, Foxy, advertises the company's free-to-play online games by stripping down to nothing accompanied by the soundtrack “Born Free”, while surrounded by swooning women in bikini's.
 
In the market for a new creative agency, Mandalay Media Group-owned Costa Bingo is looking to award its GBP1.5 million ad account to an agency that will enable it to stand out in the crowded online bingo market.