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With the announcement of its latest TV commercial campaign ‘The One,’ Ladbrokes is celebrating the Cheltenham Festival’s special bonding experience.
Although the fact that this year’s Cheltenham Festival (16-19 March) was held behind closed doors due to lockdown, Ladbrokes celebrates the UK racing’s flagship attraction as an endearing public event.
Finding their Cheltenham stud
Ladbrokes’ latest TV advert, which continues to collaborate with BBH London, shows people “from all walks of life” sharing their festival traditions and practises as they attempt to find their Cheltenham studs.
The Cheltenham campaign was created by Olivia Shortland and Stephanie Flynn of BBH, and filmed by Rogue Films director Stacy Wall, with the aim of capturing the ‘unique criteria that sits behind each character’s selection.’
Highlight of the sporting calendar
Angela Porter, Brand Marketing Director, Ladbrokes and Coral said: “The Cheltenham Festival is a highlight of the sporting calendar and offers four days of entertainment, which is at the heart of what Ladbrokes represents.
“Despite it behind closed doors, it is an opportunity for the wonderful sport of horse racing to take centre stage. Our new advert brilliantly captures the many ways that people might pick their horse for the big race. We casted a variety of actors and racing enthusiasts to depict the thrilling and inclusive nature of the highlight of the racing calendar.”
‘Microsite dating app’
During Cheltenham Week, the operator would supplement its television initiative with cross-channel activations, directing viewers to a “microsite dating app” where they can “swipe left/right” on festival riders.
Customers will swipe through their horse choices to see horse names, jockey qualifications, horse profiles, and live odds on the dating app, allowing them to choose their horse during the most eagerly awaited four days of jump racing on the calendar – the Cheltenham Festival.
Nick Gill, BBH’s Creative Director, said: “When you back a horse that horse becomes your horse, and this campaign is all about the unique relationship that exists between customers and the magnificent animals they’ve put their faith in.
“The accompanying microsite takes the idea even further, enabling you to swipe right to find ‘the one’. This is the first fully integrated campaign we’ve produced for Ladbrokes and, like the customers, we’re very excited about seeing it run!”