Ubet focuses on the thrill of having a bet in first campaign from The Monkeys
Ubet has unveiled its first brand campaign since rebranding from TattsBet with the new ads tapping into the excitement and thrill around having a punt.
The campaign is the first from The Monkeys since the business was pitched 12 months ago and aims to position the brand in a fun and social light as opposed to focusing on the “winning is everything” mentality.
Ubet general manager of brand Penny Glasson said: “We knew we needed to review the entire marketing approach, from strategy to creative. The business undertook an extensive research program, which identified the motivations behind why Aussies punt. The output was really compelling.”
The campaign unites the world by demonstrating fans of sports and competitions all enjoy the anticipating and excitement of getting together and having a bet on their team. It features the music track ‘Come On’ by The Hives.
The Monkeys CEO and co-founder Mark Green said: “We viewed this as a chance to relaunch an established betting brand from the ground up. This new positioning will set Ubet apart in the category and we look forward to taking it into some interesting places.”
It is running across free-to-air and subscription channels and is complemented by outdoor, digital, print, radio, social media and in-store activations.
CREDITS:
- General Manager Brand: Penny Glasson
- Marketing Manager Sport: Kent Madders
- Agency: The Monkeys
- Production Company: Curious Film
- Director: Ash Bolland
- Executive Producer: Tara Riddell
- Music: The Hives, Come On
- Sound Design: Song Zu
- Post Production: Editors
was that the holding vo?
User ID not verified.
Invest in research
Develop generic understanding of punting
Create ad devoid of an idea or a reason to even care
Stick logo on the end so that people know who paid for it
Write press release saying “this will set the brand apart in the category” because that was the brief
Waste of time, money and talent.
User ID not verified.
Ubet, we’ll profit.
User ID not verified.
Anyone else immediately think of Uber?
User ID not verified.
This is disgraceful. How dare anyone try and glorify betting by associating their appalling brand with the spirit of the Anzacs and two up. That’s just one part of how bad this is. Makes me cry for our industry.
User ID not verified.
I think we’ll all look back in 10 years and say “I can’t believe the Government used to allow gambling advertising”.
User ID not verified.