Neds has launched a campaign leveraging Australia’s Spring Racing Carnival season called ‘Serious Tools For Serious Punters’ built around its ‘Punters Toolbox’ – a platform interface offering industry-first products.
‘Serious Tools For Serious Punters’ campaign was developed in tandem by both the Neds in-house creative team and BCM Brisbane.
The key, according to the brand itself, was finding customers engaged with the brand and actually looking for a reason to join Neds.
The Punters Toolbox was initially brought to life through three 30-second spots.
These full product spots only aired in certain states due to Australian state-by-state legal betting regulations – thus, some of the video versions do not mention the products.
“The Punters Toolbox is a powerful branded asset as all men, handy or not, feel more capable with a toolbox in hand. Plus, customers have responded very positively to the Toolbox,” explains Neds CMO James Burnett.
“Our aim was to elevate the interface and put our products above the offers and noise in the market – I think that the spots directed by Frazer Bailey do this” and Burnett went onto say how proud he is that the Neds teams concepted, wrote and produced these spots themselves.
As well as the new products, Neds’ campaign also shine a spotlight on a set of improvements and new features on both its app and website – developed specifically for this season’s Spring Racing.
The Neds in-house team was led by CMO James Burnett and included creatives/copywriters Katarina Diquez and James Burnett, junior producer Amanda Sharp, plus art director Keira Samuel, while BCM Brisbane’s unit was led by Andy Ward and Nick Ikonomou.
Through Play TV, the director was Frazer Bailey, the producer Justin Lyons and the DoP Geoffrey Simpson, while post production was handled by 3P Studio, VFX by Alt.vfx.
Comment:
Neds, which is now in its second year of operation, is taking a classic ‘when everyone else zigs – zag’ approach.
At least that’s what its pre-planning research suggested.
It found that most marketing around Australia’s Spring Carnival Racing features bookies yelling about odds and promotions, as well as stylishly dressed punters.
But the Neds’ approach is a product marketing tactic – focused on the toolbox and its innovative product suite.
In a crowded field, the brand will hope that this helps distinguish Neds from its competitors.
Examples of other Spring Carnival marketing campaigns in Australia over the last month or so include:
> Sportsbet ‘BS Responsibly’
> BetEasy ‘Raise Your Game’
> VRC ‘The World Can Wait’
> The Valley ‘Legendary’
Links:
Neds
https://www.facebook.com/nedsAU/
https://www.instagram.com/nedsaus/
https://www.youtube.com/channel/UCYpxS9CvovZb4xsGW8QfrtQ
BCM Brisbane
