Online betting exchange Betfair has enlisted the services of the company that helped create the year’s most complained about advert. Big Al’s Creative Emporium (BACE) did wonders for Paddy Power and will now work on all Betfair’s new marketing campaigns with immediate effect. The now infamous Paddy Power cat advert will be the last to be made by BACE as the company cut its ties with the Irish bookie. Betfair meanwhile commented that the deal is “right up there with our biggest marketing commitments.” eGaming Review did add that the deal isn’t exclusive but is worth a “multimillion pound figure.”
Betfair must be hoping that the new deal will help them out. Since going public late last year, it has been one thing after another for the company and they will hope that BACE can do wonders for them.
The company already has a roster of “ambassadors” that includes former cricketer Michael Vaughan, former rugby union star Will Greenwood and jockey Paul Nicholls. Betfair’s spokesperson added, “other names will be added in the near future.”
He continued, “This campaign isn’t actually about a big TV push, instead focussing on other channels and particularly around building engagement online.” Rather unsurprisingly, the spokesperson later added that mobile and social channels would be their key areas of focus.
You have to feel for Paddy the leprechaun though.
Following the deal, it has been confirmed that they will now review their £6m creative account according to the news website CampaignLive.co.uk. Marketing Director Barni Evans will carry it out and then thoughts will turn to how to create the next advert.