UBET Recruits Former Test Cricketer Andrew Symonds For New Brand Campaign

UBET Recruits Former Test Cricketer Andrew Symonds For New Brand Campaign

Betting operator UBET has unveiled a new brand campaign that plays on on the strength of its bricks-and-mortar retail stores, its customers’ ability to transact in cash and a range of new digital offerings.

The campaign once again brings to life the fictitious ‘UBET Punters Academy’ concept, with former Aussie cricketer Andrew Symonds and AFL legend Mark Riciutto joining the betting company’s stable of talent, which includes former NRL stars Anthony Minichello and Trevor Gillmeister, Wallaby great Nathan Sharpe and legendary race caller Johnny Tapp.

In the TVCs, Symonds takes punters on a tour of the academy, outlining the various ways UBET customers can have a bet.

Penny Glasson, head of demand generation at UBET, said the new campaign was developed off the back of a comprehensive research piece delivered by Colmar Brunton on behalf of the betting company, which indicated that punters valued Aussie-owned operators and the sense of security and trust that they brought, along with a desire to have more options in the way they bet.

“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 said.

“The strength and awareness of UBET’s ambassadors and the creative platform of the Punters Academy enables us to do that.”

Glasson said the company expects to have all of its 1,200 retail outlets across Australia refurbished or rebranded to UBET by 30 June, “delivering a state-of-the-art retail experience second only to being at the stadium or track”.

The media campaign, developed by Carat Brisbane, will run for eight weeks across TV, radio, outdoor and digital channels.




Please login with linkedin to comment

Andrew Symonds channel 10 UBET Punters Academy

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]