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Betfair’s has announced the launch of its latest integrated marketing campaign ‘Play Smart’, involving world-class talent from Barcelona, Arsenal and Juventus. The new campaign will underline Betfair’s position as the place for smart bettors to land their winners.
The Play Smart campaign, devised by Leo Burnett London, is the sponsorship evolution of the Betfair campaign “Where Gut Instinct Meets Smarts.” It builds on the cognitive process of blending instincts, intelligence and competitiveness and the ability to “Play Smart.”
“We set out to create a digital-led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building an association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency”, – stated Stephen Mault, Brand Director at Betfair.
