Turning sports savviest bettor, into the nations smartest speaker
BetVictor needed a clear point of difference, not least because it shared the word ‘Bet’ with almost half of the betting sector. And given that we couldn’t outspend the media budgets of the big boys, we had to adopt a challenger behaviour and box clever.
So whilst others were trying to outshout each other, we targeted a more considered responsible bettor and set ourselves the goal of enabling the punter to make a more informed bet.
This key customer opportunity was uncovered during our Brand Defining Ideas process. Working with key stakeholders across the organisation, analysing the marketplace, and speaking with our ideal bettor.
Responsible gamblers seek informed opinion before placing a considered bet, and with BetVictor’s innovative platform and informative content – we could facilitate your best bet, better than anyone else.
‘Make Your Best Bet’ launched not only as an external brand line, but as a mantra that defined how the business behaved internally.
Knowing the branding power of an enduring brand asset, we introduced Harry Redknapp – fresh from the Jungle – as BetVictor’s answer to Alexa. Assisting punters by giving them ‘smart tips’ in Harry’s own inimitable style.
#HeyHarry became the go to request whenever you needed to work out what your best bet was. Harry was not only a shortcut to gaining brand recognition, but his use in a smart device allowed us to show off our betting expertise as a digital first, tech brand.
This enduring campaign has now been running for over three years across TV, Radio, OOH, print, social, digital and partnerships. The long running campaign has led to a 20% increase in consideration and remains the highest recall creative in BetVictor’s history.