more visual attention*
%
20
*Source: Adshel Australia, The Context Effect, 2016;
Contextually relevant DOOH as vs generic DOOH ad
increase in views*
%
24
*Source: Kinetic, Digital Eye and Face Tracking, 2011, Animated Digital poster vs. static paper poster
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Premier League Kick Off
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August 2017
Football Creative
Official Gambling Commission figures shows that Premier League betting is worth £1.4billion to the UK’s gambling industry.
In a fiercely contested industry, where brand trust and loyalty is vital, Ladbrokes ensured they were highly visible around the start of the Premier League season, with a campaign utilising TV creative and celebrity endorsement to promote betting offers. Subtle motion helped to promote the offer, with a strong call to action to download the Ladbrokes app
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Boxing Creative
The Big
Fight
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August 2017
The Mayweather vs. McGregor fight was the second largest betting event in the UK in 2017, behind only The Grand National.
Analysts anticipate that approximately £200 million was staked on the event. Ladbrokes made sure they were front of mind with contextual DOOH advertising in the week of the fight.
Chief executive of Ladbrokes Coral, Jim Mullen, admitted he was surprised, quoting: “What we saw was a remarkable amount of money coming in on McGregor. We had an athlete who hadn't boxed since he was 14 boxing against a living legend.”
Credits
Agency - 7Stars
Specialist - Kinetic
Premier League Kick-off
The Big
Fight
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August 2017
#beontime
clearchannel.co.uk | @clearchanneluk | Find out more: letscreate@clearchannel.co.uk
Adshel Live
#keepitmoving
The pre-match creative encouraged audiences to download the Ladbrokes app…
A national Adshel Live and Socialite campaign tapped into the excitement of sport-lovers around key events in the sporting calendar.
In a display of true Activation, with OOH taking the budget initially intended for online media, the flexibility of DOOH allowed Ladbrokes to #BeOnTime - targeting audiences at relevant moments with contextual, subtle-motion creative. The campaign carried a strong call-to-action for sports fans to download the Ladbrokes app and also included up-to-date odds and offers.
Eye-catching creative, planned and delivered around the rising excitement of
two major sporting events in 2017.
As the UK’s anticipation peaked ahead of the Premier League kick-off, as well as the year’s biggest boxing match - Mayweather vs McGregor, Ladbrokes used the full flexibility of digital Out of Home to ensure maximum context and relevance to their audience.
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