The former England defender Stuart Pearce, who infamously missed a penalty during the 1990 World Cup semi-final, mocks himself in bookmaker BetFred’s Euro 2016 campaign.
The activity, which promotes the betting outfit’s headline UEFA tournament offer, is built around a central TV ad developed by Liverpool based agency Zut.
The spot was launched on 21 May, well ahead of the tournament’s first game,
The offer sees Betfred guarantee to refund all bets on England to win the tournament if the team ends up being knocked out in a penalty shootout.
The campaign is built on the recent heritage of England performances at major championships and is based on the insight that the national side has been knocked out of major tournaments three times since that famous 1990 defeat to West Germany.
The TV work is supported across the brand’s digital and social channels – all linked through the #BePartOfTheAction tagline.
READ | Stuart Pearce: Penalty Miss Helped My Focus https://t.co/dprqzaC69v
— Betfred (@Betfred) June 7, 2016
WATCH | All of our #Euro2016 YouTube content here! : https://t.co/bDrIOVYmqY pic.twitter.com/zRstzixU23
— Betfred (@Betfred) June 8, 2016
Back your #Euro2016 winners in a completely new way with Betfred! #Psychohttps://t.co/YGhIXTppDQ
— Betfred (@Betfred) June 8, 2016
as well as through press executions, a PR strand and in-store assets.
Comment
While rival BetFair (see case study) focuses on a central £1m goal competition, BetFred chooses to focus on a money back guarantee built on insights based around recent football history.
Furthermore, BetFair’s creative is led by animated art work, while BetFre favours a live action creative based around a self-deprecating former player.
Links
BetFred YouTube:
https://www.youtube.com/user/betfredsport
BetFred Facebook:
https://www.facebook.com/betfred/
BetFred Twitter:
BetFred Web:
