Australian cricket icon and former national team captain Ricky Ponting urges gamblers across the country to raise their game in a new TV-led BetEasy campaign launched to leverage excitement ahead of the Melbourne Carnival.
The initiative is spearhead by a television commercial called ‘Raise Your Game’ which sees Ponting playing an array of sports: from American Football, darts and chess to ice hockey, soccer and, of course, horse racing.
The film’s end line urges Australian punters to “Raise Your Game For The Spring Carnival.”
The campaign was launched to leverage the Melbourne Carnival – the showpiece of which is Australia’s self-style biggest sports event The Melbourne Cup – and, as well as broadcast television, the campaign spans outdoor ads, in-store retail work, press, digital and social platforms.
The hero spot was helmed by Paul Middleditch (of Plaza Film) and created by agency The Monkeys.
“With the coming together of William Hill and CrownBet we have more to offer than ever before, it’s also re-affirmed our commitment to being a cut above the rest,” commented BetEasy chief marketer Ed Owens.
“Our emergence as BetEasy gives us a chance to demonstrate what our new entity is all about, a genuine love of competition and the thrill of live sports.”
While The Monkeys Melbourne executive creative director Grant Rutherford added: “Getting to work with Ricky again was a real pleasure. And he’s the perfect embodiment of the Raise Your Game platform – the man’s literally bloody good at everything.”
Comment:
Ponting is one of the country’s highest profile sports brand endorsers and as well being an ambassador for BetEasy he also appears in sports-theme ads for Swisse Wellness (see case study).
This campaign is neatly timed to leverage excitement around the build-up to the Melbourne Carnival – which includes Australia’s biggest one day sports event the Melbourne Cup.
Indeed, this campaign follows on from course owner Victoria racing Club’s own 2018 nostalgic and dramatic ‘The World Can Wait’ 2018 Melbourne Cup campaign (see case study).
Links:
BetEasy
https://www.facebook.com/BetEasy
https://www.instagram.com/beteasyau/
https://www.youtube.com/channel/UCTiY-UuaSl85SYx5QWdiR5w
The Monkeys Melbourne
