OUR WORK Ladbrokes

Calling upon the world of entertainment and popular culture to help UK customers find the one.

The UK bookmaking market is saturated and consumers are met with a lot of “wallpaper” content from brands. Our challenge was to create stand out for Ladbrokes for the two key horse racing festivals, the Cheltenham Festival and the Grand National. The challenge was further compounded as racing was effectively cancelled in 2020 due to the pandemic, and this year’s meets were held “behind closed doors” during lockdown. Furthermore, the gambling industry is highly regulated and we needed all activity to meet responsible gambling guidelines.

Ladbrokes had a fresh brand strategy, bringing the excitement of the bet into the everyday for everyone -and we wanted to make choosing a horse easy regardless of customer’s level of experience and our creative needed to speak to the Ladbrokes customer segment first and foremost whilst reflecting “the nation” united in excitement.

GOAL

Build excitement around Cheltenham and the Grand National with a populist lens that cuts through the confusion and make the experience of jump racing more appealing and universal.

SECTOR EXPERTISE

Consumer Brand

4,100+

customer visits to the Ladbrokes “Find the One” micro-site and sports book

97%

positive sentiment – Ladbrokes had the most social engagement of all competitors across the Grand National

2.5M

Coverage reach  across national newspapers The Sun, Mirror and Daily Star

The Work

We developed a phased campaign using celebrity ambassadors to help tell the story. TV and radio personalities Roman Kemp and Georgia Toffolo were chosen to explain how to ‘Find The One’ for Cheltenham before using a wide range of talent for the Grand National. We kept the content accessible by sharing how each ambassador would pick their horse, which was shared across owned social media channels and earned via the ambassadors own channels. Georgia Toffolo and Roman Kemp were filmed visiting a race horse stables to show the story behind “finding the one” and leveraged the expertise of trainer Dan Skelton. The wider mix of celebrities were asked to dress up to watch the Grand National at home and share how they picked their horse. These included TV star Vicky Pattison, actor Jake Wood, supermodel and racing fan Jodie Kidd, plus Georgia.