Ladbrokes Targets Racing Punters In Sweet Science Led 2019 Sprint Racing ‘Back Yourself’ Campaign

Building on its ongoing ‘Back Yourself’ brand platform, Ladbrokes in Australia has taken a fresh creative approach with its 2019 Spring Carnival campaign as it seeks to build stronger relationships with punters.

This year’s campaign debuted in mid-September and was spearheaded by a hero 45-second commercial which focused on appreciating the skills, science and deep level of understanding involved in serious horse race gambling.

The initiative marks the first roll out of Ladbrokes work from new agency partner BCM.

“We carried out an extensive research and strategy process with Ewen Pettit from Element, which uncovered some unique and powerful opportunities for the Ladbrokes brand,” commented Ladbrokes CMO James Burnett.

“The creative work we’ve developed with BCM shows a much deeper understanding of the punter, how they think and the effort they put in. We really enjoyed the collaborative spirit that we had with BCM and was engendered by Christy.”

Phil McDonald, managing director and partner at BCM, added: “We are very happy to be working with the Ladbrokes team on their brand. This idea was all about showing an appreciation of the real science of punting and the elements of spring racing that get punters excited. Christy and the collective team have created something that’s perfect for the Ladbrokes brand and that will no doubt connect with the real horse racing enthusiasts.”

The campaign was created for Ladbrokes CMO James Burnett, General Marketing Manager Nathan Low and Creative Producer Louise Eadie by a team from agency BCM which included Managing Director & Partner Phil McDonald, Executive Creative Director Christy Peacock, Copywriters Sam Boyd and Brendan Greaney and Art Director Shaun Egan with Research and Brand Planning from Ewen Pettit.

The hero spot was helmed by Joel Harmsworth through Sweetshop, editing was by Arc, post production was by Cutting Edge and sound was handled by Mike Lange.

Comment:

This campaign follows on from previous notable Spring Racing marketing from Ladbrokes including 2017’s OOH ‘Mechanical Horse’ (see case study)

Links:

Ladbrokes

https://www.ladbrokes.com.au/

https://twitter.com/ladbrokescomau

https://www.facebook.com/ladbrokescomau?fref=ts

https://www.youtube.com/user/ladbrokesaus

BCM

https://www.bcmagency.au/