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Reading: UBET Recruits Former Test Cricketer Andrew Symonds For New Brand Campaign
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B&T > Advertising > UBET Recruits Former Test Cricketer Andrew Symonds For New Brand Campaign
Advertising

UBET Recruits Former Test Cricketer Andrew Symonds For New Brand Campaign

Staff Writers
Published on: 13th February 2017 at 11:23 AM
Staff Writers
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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.

https://www.youtube.com/watch?v=TVBNArsDekk&feature=youtu.be

https://www.youtube.com/watch?v=TVBNArsDekk&feature=youtu.be

https://www.youtube.com/watch?v=AkL4mJTURIE&feature=youtu.be

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.

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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