To coincide with the 2017 Spring Racing Carnival, new Australian online bookmaker Neds has been launched onto the local market, with an integrated campaign and distinctive brand platform developed by Ogilvy Brisbane.
The first work executed for Neds since the agency won the business in a competitive pitch, the Neds launch campaign aims to connect with the ‘modern Aussie bloke’ using the tagline Time To Bet.
Ogilvy Brisbane managing director Ben Lightfoot, said after winning the account, the agency took several months to develop the new brand strategy knowing it had to try a new approach to engage with its mostly-male target audience.
“The betting category is already cluttered, and one that generally adheres to tried and tested codes, such as celebrity ambassadors, price promotions, or the latest functionality. It would be easy for a new and unknown brand like NEDs to get lost in that clutter. For these reasons, we knew we had to do something completely different,” he explained.
“The Time to Bet platform and campaign allows Neds to step out of the category codes and moves beyond the traditional transactional, direct response communications used by many others in the sector. We hope this puts Neds in a position to genuinely connect with the modern Aussie bloke.”
Ogilvy Brisbane strategy director Ewen Pettit said the agency undertook a rigorous process to ensure it really understood the audience before developing the brand position.
“After some research with Australian blokes we uncovered a startling truth – 80 per cent of our audience feel pressured by the demands of modern life and yearn for ‘me time’,” he said.
“Knowing the simplicity and sheer fun of the Neds experience remedied this tension we developed the distinctive brand platform Time To Bet. It’s an approach that champions Aussie blokes and offers them a fun little escape while providing a strong brand position from which to grow.”
“We’re delighted to have Ogilvy help build us a major new brand in Australia,” said Edward Crossin CMO, Neds Australia.
The campaign will run nationally across TV, OOH, Radio, Online, and Digital.