The end of April saw William Hill, one of Britain’s leading betting brands, launched a new advertising campaign featuring athlete ambassador and world heavyweight champion Anthony Joshua (OBE).
The integrated, six week marketing initiative – which initially aimed to leverage the build up to Joshua’s world title defence on 1 June in Madison Square Garden – not only aims to build the brand and boost interest in the fight, but it is also promoting safer gambling messaging: marking the first time William Hill has integrated its marketing creative in this way.
The campaign was spearheaded by a hero spot, which debuted on UK television screens post-watershed at 9pm across multiple channels including ITV, BT and Sky, which ran under the hashtag #TheMoment.
The long-form film was supported on television post-debut by 30-second versions and by additional AJ fronted behind-the-scenes training campaign online videos.
The creative sign off strapline, ‘Heavyweights since 1934’, is a reference to the company’s history and scale (the company was founded in 1934).
A set of four safer gambling treatments appeared across William Hill’s social media channels and were integrated into customer comms messages which included the copy: ‘Know where you stand; Keep it fun; Control is everything and Take a Break.’
Control is everything.
Find out more about gambling responsiblyhttps://t.co/ycOSzn81KK#WhenTheFunStopsStop pic.twitter.com/1ZrXBYWKrj
— William Hill (@WilliamHill) May 21, 2019
Keep it fun.
Find out more about gambling responsiblyhttps://t.co/ycOSzmQqma#WhenTheFunStopsStop pic.twitter.com/uMGU2PWqnN
— William Hill (@WilliamHill) May 20, 2019
Know where you stand.
Find out more about gambling responsiblyhttps://t.co/ycOSzmQqma#WhenTheFunStopsStop pic.twitter.com/FfFIRpNyZ5
— William Hill (@WilliamHill) May 19, 2019
“We’re really excited about AJ featuring in his first ad for us. The advert shows AJ landing a knockout blow before enjoying the moment as everything freezes while he dances around the stadium before returning to the ring to the adulation of his fans.,” explained Charlotte Emery, Global Brand and Marketing Director at William Hill.
“The story emphasises how William Hill want all our customers to enjoy their betting with us and celebrate the moments while staying in control. We opted for black and white and a highly stylised creative to really separate this creative in tone and quality from the rest of the sector. Joshua is himself growing into a global brand so he is an ideal fit for William Hill as we become more global and this campaign will continue to build all the way up to his first fight in the US on 1st June at Madison Square Garden.”
“I was delighted when William Hill asked me to be in their new advert. They are one of the biggest brands in the UK and it’s great to be part of the campaign”, commented Anthony Joshua.
“I also hope the fans appreciate some of my dance moves, he laughed.
Comment:
A notable campaign fronted by powerful and stylish creative: not least because it stands out from so much other odd-sled, low latency and football/racing focused bookmaker marketing.
Indeed, this campaign marks something of a new strategy for William Hill as it is brand-led campaign with media weighted towards post-watershed television, as well as cinema and outdoor (as opposed to the traditional bookmaker focus around live football).
Joshua actually signed on as a William Hill ambassador back in 2018, but this is the first time he has featured in one of the bookie’s above-the-line advertising campaigns.
Links:
William Hill
https://www.youtube.com/user/williamhillNews
https://twitter.com/williamhill
https://www.facebook.com/WilliamHillSports/
https://www.instagram.com/williamhill/
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