Betfair : Resign Campaign

This was the agency's first project for Betfair and started out as a data specific brief to resign clients who's accounts had lapsed.

An important piece of insight was that the main reason people were leaving was because the Betfair site wasn't performing as well as it should due to a combination of technical and poor user experience, all of which had been ironed out and dealt with resulting in a 'best of class' website.

We figured that this was a pretty good message to be telling all potential and lapsed customers and developed a number of creative routes. We felt 'We've improved everything but the f**cking language' concept would strike a chord with the football fan-base. Thankfully Betfair agreed.

Outdoor, Direct Mail, Digital Display ads, Youtube viral