February saw bookie betfair launch its Cheltenham Festival marketing with an eclectic ‘horses racing cars’ campaign called ‘Tap Tap Boom’
Launched initially with a 20-second trailer posted on the brand’s YouTube channel,
the central 35-second spot rolled out the following week with a message that betting on the races is as simple as Tap Tap Boom.
To further bolster its pre-festival awareness and engagement, its campaign also included an accompanying spoof online spot called ‘One Man & His Mount’
The campaign was created by agency WCRS and spans TV work (directed by Brent Bonacorso through Papaya), plus digital and press activation strands.
Media was handled by Arena, while the editor was Vee Pinot of Gramercy Park Studios and post-production and visual FX was also by Grammercy Park Studios.
The campaign also includes heavy social promotion of the #TapTapBoom hashtag, a stunt horse-in-car roadside launch event in London and a bet offer which gives three free bets with every winning bet for customers.
The work, which builds on the online sports betting operator’s existing strap line ‘this is play’, aims to demonstrate how simple it is to use Betfair by introducing the ‘tap tap boom’ mnemonic.
‘In the Betfair world of ping-pong playing cephalopods and eccentric bars we still love to see horses racing against each other – particularly if they are driving rally cars,’ explains WCRS executive director Leon Jaume.
Mark Ody, the brand director at Betfair, said: ‘People believe betting is exciting; and that betting with Betfair is even more exciting. Our new suite of ads brings this to life in a highly distinctive, enjoyable and engaging way. This really is play as it should be.’
Comment
Horses racing one another in motorcars is certainly a pretty leftfield approach to engaging punters looking for anti-post, pre-Cheltenham bets.
But this is clearly a deliberate attempt to move away from racing and betting industry clichés and stereotypes.
Links
Betfair YouTube
https://www.youtube.com/user/Betfair
Betfair Website
Betfair Twitter
#TapTapBoom
Cheltenham Festival
