Sportsbet calls ‘Tote’s Unfair’ on rival using tweets in tactical ad
Sportsbet has launched a cheeky tactical print ad today using a tweet from rival TAB.com.au to position itself as the online betting company using the headline ‘Tote’s unfair’.
The ad, running in the Herald Sun in Melbourne today, uses a tweet from TAB.com.au telling a punter “Justin” it will not be refunding bets on Suavito, which did not leave its gate in a race on Saturday, as it was “declared a runner”.
It is juxtaposed with a tweet from earlier on the same day from Sportsbet saying it “We’re refunding all win and place single bets! #JusticeRefund #TheBetsTime”
Copy underneath the tweets reads: “TAB didn’t refund on Suavito after she failed to jump on Saturday. We did, refunding $125,000! So if it’s justice you’re after, you should totally switch to Sportsbet.”
The ad comes as a betting companies ramp up their marketing ahead of the Spring Carnival and in particular the Melbourne Cup, one of Australia’s biggest betting days.
Last week Tabcorp launched two new TVCs based around racing via Whybin\TBWA Sydney, likening the rush of betting for men to shopping for women.
https://www.youtube.com/watch?v=U31_YgVe8bg
https://www.youtube.com/watch?v=VLR7xhjIaGM
Sportsbet’s ad:
Re: Tab ads. That’s a terrible line for the company that has the worst odds across the board. You’d think they’d fear the most is people “shopping” around. Might not be what they meant but it sure connected in my head. Will someone please pass the Kyptonite to Mr Kent?
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That’s totes awse!
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Interesting they’re talking about justice in the execution.
Most problem gamblers would know a bit too much about this area; especially the Department of Justice.
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gotta say, in a crowded market for betting providers.. sportsbet is the only one really with offers that cut through, and tactical ads like this that make a punter smile. well done (whoever is behind this ad)
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Does that apostrophe annoy anyone else?
I’m no grammar expert, but it’s not really necessary, is it?
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The apostrophe is because it is saying ‘Tote is unfair’. As well as punning that it is ‘totally unfair’.
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Gotta say TAB’s campaign is refreshing…I’m sick of all the blokey betting ads out there. They’re all the same.
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Not as annoying as Jaaaaaaaaamie Rogers, but close. Do the creatives who make these betting app TV ads ever actually go to a pub and talk to punters? Nup, I didn’t think so.
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