Ubet pushes digital in Punters’ Academy ads featuring Australian sportsmen
Betting operator Ubet has recruited Australian sportsmen for its new Punters’ Academy advertisements to help push the brand’s digital offering as it finishes its re-brand from TAB.
The latest campaign aims to promote Ubet’s digital offering and new retail outlets
Featuring Andrew Symonds, Anthony Minichiello, Nathan Sharpe, Mark Ricciuto, Trevor Gillmeister and Johnny Tapp, the latest work builds on Ubet’s brand campaign, promoting digital and cash transaction offerings as well as its new retail outlets.
The first Ubet outlet opened in April 2015 as part of plans to replace all Tatts Group’s TAB retail outlets with a more digital and tech-focused offering.
Penny Glasson, head of demand generation at Ubet, said the company aims to have 1,200 retail outlets refurbished and rebranded from Tab to Ubet by June 30, 2017.
In the latest ads, Symonds takes punters on a tour of the ‘academy’, showing them the ways they can bet, whether it be through a box trifecta or a customisable multi-builder.
https://youtu.be/AkL4mJTURIE
Glasson said the campaign was built from research by market research agency, Colmar Brunton and commissioned by Ubet, which revealed that punters valued Australian-owned operators and desired to have more options in the way they bet.
“To continue this relationship with our customers and to drive loyalty, we need to continually evolve and deliver innovative products and services”, she said.
“This work has focused on communicating the offering in a manner that none of our corporate competitors can, which is critical given the competitiveness of the sports betting category.”
“Ubet offers a point of difference with the retail environment that still outperforms the digital platforms, so the challenge is not what needs to be communicated but how you do it,” she added.
The campaign will run for eight weeks across TV, radio, outdoor and digital channels.
https://youtu.be/123iyulkPTY
https://youtu.be/TVBNArsDekk
Credits:
- UBET – Penny Glasson, Kent Madders, Chris Raimondi, Abby Mayfield
- Carat Brisbane (Media)
