William Hill has launched its latest product for the horse racing market – Racing Bet Builder – with a little help from Northern agency SUPERSONIC.
The campaign, which promises to let players “See racing from a new angle” was created by Leeds-based SUPERSONIC, and continues the agency’s ongoing partnership with the bookie, having previously created campaigns for Cheltenham Festival and the William Hill Vegas brand.
Ben Bateson, creative director at SUPERSONIC, said: “This was one of those ‘pinch me’ briefs. Launching one the UK’s most recognised betting brands latest product. Racing Bet Builder is a big move for racing, so equally we wanted a brand platform that felt equally as big and impactful. The ability to now build your bet in the same race, and adjust your odds, means that every racing fan can start to see racing from a new angle. And we leant into that with gusto with a platform and campaign that isn’t the usual for horse racing.”
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Ryan Bennett, Senior Brand Manager at William Hill, added: “New Racing Bet Builder ushers in a new era of betting for racing fans and the William Hill Brand. From the initial strategy to creative execution, SUPERSONIC gave us the idea and brand platform that could stretch across the whole business. We wanted something that wasn’t the usual racing ad, and SUPERSONIC certainly delivered that. We’re all incredibly excited to see the campaign go live and let fans see racing from a new angle.”
The campaign runs across TV in the UK and Ireland, OOH, in-store, digital and social.
SUPERSONIC is a Leeds and Manchester based creative agency which promises to deliver “Ideas at the speed of right.”
