Betfair launches ‘Ready?’ campaign with Lucky Generals

Following its H1 marketing alignment with Paddy Power, Betfair has launched its first multi-channel campaign ‘Ready?’ with London creative agency Lucky Generals.

Lucky Generals had been appointed Betfair creative lead agency in May of this year, as new FTSE enterprise Paddy Power Betfair began its post-merger synergy strategy, outlining initial corporate savings within its marketing operations.

‘Ready?’ sees Betfair marketing continue its strategy of aligning its core brand communications with wider sports engagement. Unlike other industry campaigns ‘Ready?’ features no promotional messaging of odds or player/match bonuses.

Presenting the campaign Lucky Generals stated that Betfair aimed to distinctly differentiating itself from Paddy Power and other high coverage betting industry campaigns.

Betfair marketing & Brand Director Paul Gambrill commented on the campaign

“We think this is a big idea that captures the anticipation of sport and betting at its best. The time is ripe for a fresh approach to communications in this market and suffice to say – we’re ready.”

Betfair Ready? Campaign August 2016