New integrated campaign sees Betfair ‘Play Smart’ with Euro giants

As the European football season enters its knockout stages, Betfair has announced the launch of its latest integrated marketing campaign ‘Play Smart’, developed by London creative advertising agency Leo Burnett.

‘Play Smart’, sees Betfair utilise its existing football partnerships with Arsenal, FC Barcelona and Juventus branding the online betting exchange as the ‘go-to-place for smart players’.

The campaign, which will be distributed across Betfair’s social media inventory ( Facebook, YouTube, Instagram and Twitter), will feature renowned footballers; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona).

Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

Publishing the campaign, Leo Burnett details that ‘Play Smart’ is the ‘sponsorship evolution’ of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

Backing the campaign  Stephen Mault, Brand Director at Betfair said: “We set out to create a digital-led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building an association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”