Ladbrokes strikes early in Euro 2016 customer war
Operator launches recreational punter-focused television campaign starring Chris Kamara and Ally McCoist
Ladbrokes is launching a major television advertising campaign kicking-off with the promotion of its in-play product, as the firm puts down an early marker in the battle for the Euro 2016 recreational punter.
The first in a series of adverts will be aired tomorrow (16 April) and features the return of former Scottish footballer Ally McCoist and Ladbrokes’ ambassador Chris Kamara (pictured) – the pair first appeared together in a commercial for the Magic Sign back in 2007.
The campaign, which will run across all major UK TV networks, has been developed in conjunction with creative agency The Moment with the script written by comedy duo Ivor Baddiel and Phil Kerr.
Ladbrokes said the campaign was timed to tie into the end of the domestic football season while later ads in the series would take a more “continental twist” in a bid to appeal to the Euro 2016 recreational punter.
“Betting in-play is a key area of growth for our business so we’re celebrating the product experience and positioning ourselves as a trusted favourite for recreational bettors,” Kristof Fahy, Ladbrokes CMO, said.
“Kammy [Kamara] is a well-loved character of the football world so it’s great to have him back at the centre of our ad campaign, and Ally adds humour and recognition from our wide Scottish audience,” he added.
It is hoped the involvement of McCoist will generate additional interest in this summer’s tournament north of the border. Scotland was the only home nation not to qualify and Ladbrokes has developed a strong brand in the country, particularly in light of its recent sponsorship of the Scottish football leagues.
Ladbrokes said it planned to launch additional advertising campaigns with The Moment, the next of which would feature recently signed horseracing ambassador Frankie Dettori.