SBC News Voice of the Sports Betting Industry
bet365 has launched its new global advertising campaign “Never Ordinary” to celebrate what the firm describes as the full thrills and emotions of a new football season.
The Never Ordinary campaign debuted last Friday night during the match between Burnley and Premier League champions Manchester City, broadcast on Sky Sports Football.
The campaign was designed by Newcastle-based creative agency Drummond Central, who have led bet365’s creative planning account since 2004.
Of significance, Never Ordinary sees bet365 refresh its message to the public which, since 2009, has featured campaigns led by actor Ray Winstone promoting the tagline “bet365 the world’s favourite online sports betting company”.
Drummond Central Creative Director, Kevin Lynn, said: “bet365 wanted a fresh new look and feel, something we were fully on board with. It’s a concept based on a brilliantly simple idea – any sport can have an amazing moment. We wanted every sport to feel as epic as the Premier League, NFL or NHL.”
Launching the ‘new creative platform’, bet365 underlined that Never Ordinary will continue to promote its ‘Play Safe’ safer gambling message, which will feature its own standalone advert.
Never Ordinary will run above the line in multiple markets including the UK, Ireland, Denmark and Sweden from August 11th. The campaign will run below the line globally, appearing online, in communications and across digital.
Alex Sefton, Chief Marketing Officer at bet365, finished with: “We are really excited to share Never Ordinary with the world. It’s an exciting change for bet365 and one which celebrates our strengths and direction we’re heading in.”
