Betfair Australia moves away from generic themes with The Game Within The Game’ campaign

Betfair Australia is targeting savvy customers with the launch of its new marketing campaign ‘The Game Within The Game’.

The advertising campaign has been developed by Saatchi & Saatchi Melbourne, who stated that they wanted to move Betfair away from generic themes and messaging which have inundated Australian sports betting marketing.

Leading the campaign’s creative context, Mark Cochrane, MD of  Saatchi & Saatchi Melbourne commented: “We are excited about the unique position Betfair has in the marketplace, and also excited about where this idea can take them.”

‘The Game Within The Game’ seeks to challenge the viewer, and drive home the message that the Betfair Exchange is the best data-focused sports betting vertical for sports punters.

Betfair Australia Marketing and VIP Director Pip Kerr backed the new campaign and advertising approach detailing: “Our betting platform is unique and our business model relies on winners, we are all about giving our community the right data, intelligence and support they need to be successful in their decisions.

“The ‘Game Within the Game’ idea certainly celebrates that in a very visual and category disrupting way.”