We turned sport's savviest bettor into the nation's 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.
Whilst others were trying to outshout each other, we targeted a more considered and responsible bettor and set ourselves the goal of enabling the punter to make a more informed bet. ‘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 power of an enduring brand asset, we introduced Harry Redknapp – freshly crowned King of the Jungle – as BetVictor’s answer to Alexa. He would help punters to make their best bet by giving them tips and advice in his 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.
For 2020, we evolved the idea by introducing a new next-gen smart device, featuring Michael Owen, to battle it out versus Harry. Listen to Harry’s knowledge vs. listen to Michael’s instinct, back the dark horse vs. back the favourite, right down to safer gambling messages where we promoted playing it safe vs. taking the bet.
Harry also fronted our campaign for the 2022 FIFA World Cup promotion – ‘Crack the Code’ – where he had to face his ultimate nemesis… the digital security system in his mansion, and crack it without waking Sandra!
We initially wrote it as a funny advert but, after speaking with Harry, it turns out to be remarkably true to life…
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. Turns out Harry was our best bet after all. ‘Triffic little campaign.