UK bookies Betfred have launched seven new TV ads featuring boss Fred Done across a backdrop of nine different sporting events.
The “Be Part of the Action” themed adverts were shot at sporting venues including Nottingham Greyhound Stadium, Widnes Vikings’ home Select Security Stadium, Liverpool Olympia, Haydock Park Racecourse, and Old Trafford Cricket Ground.
Betfred teamed up with production houses Zut and Shadowplay Productions to create the TV commercials, which will be broadcast on social media, Betfred TV and Sky Sports network.
According to Betfred Marketing Head Gemma Strath, the decision to feature their boss is an attempt to appeal to customers on a more personal level.
“The idea of the campaign is ‘Be Part of the Action’ and after much consideration we decided to put the biggest sports fan in our office in our commercials and that’s the boss Fred Done,” said Strath. “He may be a bookmaker but he lives and breathes sport, plus in a very competitive market place we decided to use Fred. Ultimately the message we want to get across is that you are betting with a real person here at Betfred.”
“From the production team, actors, locations, thirty-plus extras, and Fred himself, everyone has worked hard to create a really strong suite of commercials which will appeal to existing and potential Betfred customers across a range of sports,” said Zut MD Alan Gaffney.
“This campaign was all about making Betfred’s Customers [being] part of the action and it was important that the audio and visuals in the commercials did this. We’ve really tried to capture the sights, sounds and excitement of cross –platform sports betting,” added Shadowplay Productions Head Rob Pickard.