Online betting exchange Betdaq (GVC Holdings), has released its latest TV-advertising campaign ‘#ChangingfortheBettor’, developed in partnership with London creative agency Alpha Century.
The campaign is fronted by Yorkshire actor Ralph Ineson (The Office, Harry Potter and Game of Thrones) promoting Betdaq’s ‘no-nonsense, permanent commission of just 2% on all sports and all markets’.
Officially launched on 20 August, #ChangingfortheBettor will be broadcast across the UK and Ireland, with the advert securing core coverage across Sky Channels, ITV4, At The Races, TV3 in Ireland, with further VOD and social media support.
Launching the campaign, Betdaq marketing detailed that it wanted to reintroduce betting audiences to its new brand direction whilst showcasing its market-beating sports prices.
BETDAQ Managing Director Shane McLaughlin says: “We wanted the campaign to signal a new dawn for the brand and showcase our pledge to exchange bettors. Our introduction of a permanently low 2% commission on all exchange bets is the first of many ways we’re creating a positive impact across the market. In Ralph, we have an instantly recognisable presence, full of gravitas and approachability, who is a perfect fit for our brand and helps to spread the news about our long-term commitment to change.”
The campaign sees GVC betting subsidiaries continue to work with Alpha Century as creative lead. The London agency had previously developed Coral’s World Cup 2018 campaign ‘World’s Biggest Sports Fan’, featuring American comedian Danny McBride
Alpha Century Head of Strategy Matt Buttrick comments: “BETDAQ are really changing the way they approach their business and the advertising had to do justice to this departure. Our approach landed the clear truth of 2% commission in a smart, yet refreshingly down-to-earth way. So many betting ads tie themselves in knots, so we wanted something clear and captivating.”