Wednesday June 4,2014 : WILLIAM HILL UNVEILS NEW MARKETING CAMPAIGN
New positioning aimed at making William Hill stand out ahead of World Cup 2014
William Hill has kicked off a new campaign prior to the start of the Brazil World Cup 2014 carrying the strapline Make Every Moment Matter.
The campaign was created by Creature of London and filmed by Caviar in the Czech Republic and looks to enter "the mind's eye of the football-betting fans along with instilling the message of putting the punter first”, said Campaign Live.
The 30-second ad will air today (Wednesday) during the pre-World Cup friendly between England and Ecuador on ITV. It reminds viewers that betting options exist not just on the final result but during in-play too.
Another two television ads have been developed, one of which will air during the World Cup and the other at the beginning of the English football season in August.
The television ads will be supported by print and online display ads as well as Facebook, Twitter and YouTube messages.
Alex O'Shaughnessy, director of marketing for William Hill Online, said: "We worked with Creature at every stage and we had input into the creative work. We saw Creature as partners in the creation of this ad."
The campaign is a key block in achieving William Hill's revenue target of GBP 200 million during the FIFA World Cup tournament, double its target of GBP 100 million set during the last World Cup in 2010.
“We are focusing a lot of our communications now specifically around our customers – talking much more distinctly about product benefits, but doing it in a way that can occupy much more of an emotional space, while historically we have been very rational and serious," O"Shaughnessy told The Drum.
“As we look at the emergence of social media in particular – we are moving into a sphere now where we have to be more invitational than directional.
“We operate in a very competitive market, particularly online with the emergence of mobile, and must work harder to ensure we are creating an experience that our customers enjoy and through that enjoyment we can retain as many of them as possible.”