Friday May 9,2014 : NEW U.K. TELEVISION ADVERT FOR BETFRED MOBILE
‘Have fun with your fingers' advertising push.
The mobile gambling services of Betfred are being boosted from May 9th by a new UK television advert dubbed "Have Fun With Your Fingers", reports the marketing publication Drum.
The first of five executions on the theme will launch with supporting online and social activity as well as a retail presence, with call-to-action based creative introduced across Betfred.com’s 1,400 retail betting shops.
The creative features finger characters playing out comedy ‘slice-of-life' moments, in keeping with the brand’s fun brand positioning, and supports not only Betfred.com’s focus on entertainment value but also a play on words on the role fingers play in the mobile environment.
Creative for the material was developed by the BJL agency; director Tom Richards, said: “We wanted to come up with something that brought a human element to mobile gaming, contrasting with the genre of hyper-slick CG films while reminding people that smartphones would be nothing without fingers. Our ‘fun fingers’ approach does just that, tapping into relatable, real-life situations at times when we could all do with some Betfred.com fun.”
Betfred spokesman Chris Sheffield said that the company has a large number of mobile gaming products in the market, and differentiation is therefore a key challenge.
"This is where the ‘Have more fun with your fingers’ campaign gives us the opportunity to standout and make a connection with our target audience," he said.
The campaign is set to run over a six-month period, and can be viewed here: