As the World Cup 2018 kicks off, we’ve unveiled our latest campaign for Betfred, starring England legend Stuart Pearce. The tongue-in-cheek campaign has been designed to drive Betfred’s retail sales and increase digital acquisition during the tournament.
The creative was inspired by two of the most memorable moments of Stuart Pearce’s international career; his infamous penalty miss in Italia 90 and his success scoring in England’s only spot kick triumph of Euro 96.
Featuring a series of TV, VoD and radio commercials, as well as video content and photography, the campaign highlights the betting giant’s World Cup offers, which include a money back guarantee if England get knocked out of the tournament on penalties. The campaign also promotes Betfred’s new ‘Pick your Punt’ concept.
Natalie Bradford, group campaign and brand manager at Betfred, said: “Stuart is a no nonsense kind of guy, who is as popular as ever with our audience. It made perfect sense to play on his infamous Italia 90 miss to promote our World Cup money back offer, which guarantees punters their money back if England get knocked out on penalties again.
“The team at Zut has done a fantastic job in delivering this campaign and we are confident that it will score highly with punters during this World Cup.”
Matthew Thompson, creative director at Zut, added: “We’re thrilled to have had the opportunity to work with both Stuart Pearce and Betfred again. His delivery works brilliantly and his straight talking persona is a great fit with the Betfred brand.”