Prior to the forthcoming 2021/22 club football season, Ladbrokes has expanded its ‘Drummers’ UEFA 2020 European Championship marketing campaign.
The promotion began yesterday and will be divided into two parts over the next few weeks to increase fan excitement and anticipation for weekend games.
The adverts, which were produced by the Neverland media agency and will be seen on TV and digital platforms, feature a variety of drummers from throughout the country, each of them is a follower of a different football club and proudly wears their team’s colours.
The first of the two-part commercials shows the drummers getting ready to play while football commentary plays in the background, before going to black soon as they hit their first notes.
As match commentary plays in the background, the musicians begin energetically drumming along to The Subways’ “Rock & Roll Queen.” In October, the campaign will be updated to incorporate more clubs and their fanbases.
Capturing the excitement of football
Stewart Townsend, Ladbrokes’ Head of Brand Marketing said: “Our latest campaign brilliantly captures the excitement of football and helps to establish Ladbrokes as an entertainment brand.
“The drummers are back and we are using them to express the tension and anticipation that fans feel in the days and hours leading up to a weekend kick-off.”
Fans of the 92 Premier League and English Football League clubs will be targeted with specialised message across online video, social radio, and print verticals, while live, localised OOH will run concurrently with the main advertising campaign to reflect the performances of the 92 clubs.
Neverland’s contract with Ladbrokes was renewed, allowing the firm to continue working as the Entain brand’s principal creative content agency. The drummers initially appeared in Ladbrokes’ ‘This Time We Play Together’ commercial for Euro 2020.
Neverland will handle Ladbrokes’ creative advertising strategy, while The7Stars will serve as the principal strategic media planning agency for the combined accounts of Ladbrokes and Coral.
Jon Forsyth, Co-Founder of Neverland added: “After grabbing the nation’s attention with a tension-busting penalty bonanza, the drummers are back to play us into the new season.