Unibet Launches Revamped Ad Campaign

Jake Cooper - 18 Oct 2017

European sports betting giant Unibet (Kindred Group Plc) is known for staying ahead of industry trends with its advertising campaigns, which have attracted plenty of new bettors to the brand thanks to its positive messages about sports betting and ‘informed punting’. Now, the betting brand has moved to revamp its ‘By players, for players!’ tagline, revealing a brand new, integrated, multi-vertical ad campaign across all of its major channels.

The new advertising campaign was launched across numerous Unibet markets this month, including many of the brand’s newly acquired European markets. The flagship adverts also made their debut in the UK during the highly anticipated England vs. Slovenia World Cup ITV on October 5.

The newly updated campaign was designed and developed by marketing agency DDB Stockholm, and will soon be promoted through print, social media, television, and digital channels to the brand’s potential customers. The ads are aiming to push Unibet as a brand, as well as new brand messaging with a totally different direction.

Unibet To Encourage Punters To Be Proud Of Their Betting

Speaking to SBC about the launch of the ad campaign, Head of Brand Strategy for Kindred Group Martin Dyhouse revealed that Unibet’s new ads are part of an ongoing international campaign to explain that whatever the brand promises players, they will fulfil.

The idea, according to Dyhouse, has come from the brand wanting to challenge stereotypes of how bettors are viewed. The brand knows that punters do not rely solely on luck, doing their homework before placing their wagers and debating with their friends before making informed bets. By placing a ‘smarter bet’, Dyhouse said, this process enhances punters’ passion and enjoyment for their favourite games.

Betting Brand Steps Up Its Marketing Efforts

The new ‘By players, for players!’ campaign is being launched as Unibet expands its presence into numerous new European regions.

The brand has stepped up its marketing activity considerably in recent months, with  Unibet announcing in August that London-based marketing agency Initiative UK would be leading its media planning and buying accounts, as well as maximising its brand awareness and coverage.

As part of his statement, Dyhouse also noted that as part of Unibet’s global campaign, the brand has created localised versions of its ads for each individual market to ensure utmost relevance in every country. Ultimately, he said, Unibet wants its bettors to be proud of being bettors, by getting the ‘recognition they deserve’ for making informed sports wagers.

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