Ogilvy Brisbane Unveils Witty First Work For New Online Bookmaker Neds

Ogilvy Brisbane Unveils Witty First Work For New Online Bookmaker Neds
SHARE
THIS



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.

Please login with linkedin to comment

Neds Ogilvy Brisbane

Latest News

Nine Announces Judging Panel For State Of Originality
  • Marketing

Nine Announces Judging Panel For State Of Originality

Nine has named the judging panel for its much-anticipated State of Originality, Australia’s richest advertising award, aimed at making State of Origin the equivalent of Australia’s Super Bowl in advertising terms. Announced at Nine’s Upfront last September, the winning campaign will take home much more than a trophy – there’s $1 million in advertising inventory […]

British Supermarket Begins Court Case Over Copycat Caterpillar Cake
  • Marketing
  • Media

British Supermarket Begins Court Case Over Copycat Caterpillar Cake

British supermarket Marks & Spencer has taken an intellectual property claim against fellow supermarket ALDI over the latter’s Cuthbert The Caterpillar Cake, which they allege is too similar to their own iconic Colin The Caterpillar Cake. Colin the Caterpillar (pictured above) has been a staple of birthday parties across the UK since 1990, when the […]

by B&T Magazine

B&T Magazine
DDB Sydney Unveils Australian Red Cross’ First Brand Campaign In Almost A Decade
  • Campaigns

DDB Sydney Unveils Australian Red Cross’ First Brand Campaign In Almost A Decade

We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign bringing attention to this overwhelming feeling and highlighting its 106-year track record […]

“Food Is A Way Of Answering Emotional Questions In Ourselves”: The Masterchef Judges On Season 13
  • Media

“Food Is A Way Of Answering Emotional Questions In Ourselves”: The Masterchef Judges On Season 13

As Master Chef prepares to launch back onto screens on Monday 19th April, B&T had the opportunity to speak to the show’s hosts, food critic Melissa Leong and chefs Jock Zonfrillo and Andy Allan, who won the show’s fourth season. The three judges first appeared on last year’s Masterchef: Back To Win, which saw returning contestants […]

by B&T Magazine

B&T Magazine
Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?
  • Partner Content
  • Technology

Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?

Undoubtedly one of the most overused slogans in marketing’s and advertising’s history is John Wanamaker’s iconic “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And it’s a credit to the quip’s longevity that last year the line celebrated a real milestone – its 100th birthday. But […]

Partner Content

by B&T Magazine

B&T Magazine
Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]