Betsafe takes the ‘No Bull$H1t’ approach with new European advertising campaign


Bucking the trend of promoting cashback and deposit offers, European sports betting operator Betsafe (Betsson AB subsidiary), has launched its latest European multi-content advertising campaign titled “No Bullshit Betting”.

Betsafe marketing has revealed that it wanted to implement an ‘honest’ message to its audience, following research that revealed that consumers felt patronised by the majority of bookmaker advertising messages.

The campaign was developed by Gothenburg- based creative agency CP+B Scandinavia, with the aim of diversifying Betsafe’s brand for a highly saturated European sports betting market by creating an ‘honest’ message for consumers.

Markus Lindsjö, creative director at CP+B Scandinavia, said in a statement,

“We want to reach those who don’t see themselves as the statistically average. The self-proclaimed outliers. And to get them to attempt to prove us wrong when we say in all honesty that they’re unlikely to beat us.”

Jeremy Taylor MD of Betsafe backed CP+B Scandinavia strategy adding

“Ultimate players and thrill seekers… are incredibly tired of being patronized. Our customers are not stupid and I think they deserve the honesty that we give them with this new campaign”.

Betsafe is set to role-out the c “No Bullshit Betting” campaign in its core markets of Scandinavia, Germany and the UK.

Betsafe – “No Bullshit Betting” campaign

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