Creative & Production Agency Zút has devised and produced multi-platform creative, ‘How Do You Keep It Fun?’ for Betfred.
Marking Safer Gambling Week, the work goes live today (November 13) and features customers, talking in their own words, about the various techniques they use to keep their betting fun.
It marks a move away from the traditional emphasis on promoting only formal safer gambling tools – a route used by many bookmakers as the focus of previous safer gambling campaigns.
Betfred’s new adverts urge anyone who places a bet or games online to take a proactive approach to keeping their betting safe.
During a series of four adverts, a wide range of people are seen promoting healthy habits like setting personal limits, limiting gaming session time and being aware of the frequency of their betting.
Zút’s owner and managing director, Mark Hancock, said: “We have worked extensively in the betting and gaming sector for several years and have a long-standing relationship with Betfred. In this time, we have developed a deep understanding of the importance of safer gambling.
“As an agency producing TV adverts for the sector there was a thirst from our team to make these adverts market leading. We understand how important this messaging is for Betfred and their many customers who enjoy a bet as their hobby or form of entertainment.
“Millions of people across the UK enjoy a bet and the vast majority do so safely and responsibly. We wanted to devise a ‘show don’t tell’ approach that featured real punters enjoying a bet, positioning them as positive role models.
“As someone who enjoys a regular bet, I have my own ways that I keep it fun. We worked hard with our cast in pre-production to explore the different ways in which they gambled safely.
“This research and attention to detail resulted in authentic soundbites made relatable by having the scenes shot in everyday environments around Manchester City Centre.
“Betfred’s level of commitment to getting these adverts right can be seen in the quality and considered nature of the final adverts.”
Betfred’s chief executive Joanne Whittaker said: “Safer Gambling is at the very heart of our business and these new adverts are of huge importance to Betfred. Zút were the perfect partner to produce the adverts as they clearly understood what we wanted to achieve and shared a desire to make these adverts industry leading.”