Seven new commercials have been produced and they feature nine different sports. The adverts were shot on location at Haydock Park Racecourse, Old Trafford Cricket Ground, Nottingham Greyhound Stadium, Widnes Vikings’ stadium and Liverpool Olympia.
Betfred’s Head of Marketing Gemma Strath said: “The idea of the campaign is ‘Be Part of the Action’ and after much consideration we decided to put the biggest sports fan in our office in our commercials and that’s the boss Fred Done. He may be a bookmaker but he lives and breathes sport, plus in a very competitive market place we decided to use Fred. Ultimately the message we want to get across is that you are betting with a real person here at Betfred.”
Shadowplay Productions and Liverpool-based Video Agency ‘Zut’ were commissioned to create the latest TV commercials for Betfred which will be broadcast across the Sky Sports network, on their in store Channel Betfred TV plus on Social Media.
Shadowplay Productions is headed up by Rob Pickard who also directed the adverts: “From the outset this campaign was all about making Betfred’s Customers part of the action and it was important that the audio and visuals in the commercials did this. We’ve really tried to capture the sights, sounds and excitement of cross –platform sports betting.”
Zut MD Alan Gaffney, who was tasked with overseeing production of the adverts, added: “From the production team, actors, locations, thirty-plus extras, and Fred himself, everyone has worked hard to create a really strong suite of commercials which will appeal to existing and potential Betfred customers across a range of sports.”
Marketing around football is being discussed at SBC’s Betting on Football conference on 10 September.