Betting operator UBET is upping the odds on its new brand campaign, via ad agency The Monkeys.

The campaign includes a new tagline ‘For the thrill of it’, aiming to position the brand in a fun and social way, rather than the ‘winning is everything’ notion.

The campaign, which includes two TVCs, goes down the emotion avenue, demonstrating how fans around the world are united by the exhilaration of placing a bet on a team, horse or player.

UBET general manager of brand, Penny Glasson, said: “We knew we needed to review the entire marketing approach, from strategy to creative.”

“The business undertook an extensive research program, which identified the motivations behind why Aussies punt. The output was really compelling,” she said.

The multi-million dollar media campaign was developed by Carat Brisbane and launches during the match between footy teams Carlton and Collingwood on Seven.

The shoot spanned 11 places and had a heap of animals and people in it. Here’s the breakdown of inclusions.

• 2 cane toads
• 2 V8 Supercars
• 4 racehorses
• 5 camels
• 5 animal wranglers
• 46 crew
• 276 talent

“The business was committed to delivering a more premium brand that celebrates Australians love for sport and punting. There was a real opportunity to deliver a strategic creative campaign to change the face of this category, and we think we’ve delivered on this,” Glasson added.

“The creative campaign has been integrated across all our touch points and will help us build one national identity as well as align both our digital and retail properties.”

The Monkeys CEO and co-founder Mark Green says, “We viewed this as a chance to relaunch an established betting brand from the ground up. This new positioning will set UBET apart in the category and we look forward to taking it into some interesting places.”

CREDITS:

General Manager Brand: Penny Glasson

Marketing Manager Sport: Kent Madders

Agency: The Monkeys

Production Company: Curious Film

Director: Ash Bolland

Executive Producer: Tara Riddell

Music: The Hives, Come On

Sound Design: Song Zu