William Hill’s ‘Double Down’ sends punters on the ride of their life in new spot via Fenton Stephens
William Hill is sending punters on the ride of their life this Spring Carnival with the launch of its hugely innovative ‘Double Down’ product. Continuing William Hill’s ownership of the in-play segment, Double Down connects punters to the action in a way that forever changes the live racing experience. Melbourne independent Fenton Stephens were tasked with bringing the product to life.
In a world first, Double Down allows punters to double their pre-race bet during the run at the same pre-race odds. This gives punters the power to double their winnings. Which makes things doubly as thrilling, no longer will they simply put a bet on and put their phone away, they’ll be glued to the race with a finger hovering over the ‘Double Down’ button on the William Hill app.
Fenton Stephens, along with The Pound’s Dogboy, set out to make the most exciting betting ad ever. And to do that, they took a punter sitting on a couch in a crappy old tote and sent him flying around a race track at 50km/h. On the couch. (And yes, to achieve this they really did rig a couch and take it around a race track at full speed. With horses.)
Says Warren Hebard, chief marketing officer, William Hill: “William Hill is the home of racing in Australia. Double Down is a product that no other bookmaker can or will offer and typifies the mentality of the William Hill brand, constantly pushing the boundaries in order to deliver the fastest and easiest betting experience for our customers.”
Says Alex Fenton, creative director, Fenton Stephens: “This is a very exciting product; William Hill’s Double Down gives punters more bang for their betting buck. So you get the option to win double! We want to give Australia’s punters a new catch-phrase for winning: It’s not ‘Bang!’ anymore, it’s ‘Bang! Bang!'”
The integrated campaign will be supported by a series of digital content to be released as the Spring Carnival kicks off over the coming weeks.
Client – William Hill
William Hill Chief Marketing Officer- Warren Hebard
William Hill Head of Campaigns – Emma Naylor
William Hill Campaign Manager – Charlie Cox
Creative Agency – Fenton Stephens
Creative Director – Alex Fenton
Creative Team – Jess Wheeler & Guillermo Carvajal
Director of Planning – Simon Antonis
Head of Account Management – Amy Stephens
Group Account Director – Josh Collins
Account Manager – Dezi Orfanides
Agency Producer – Lisa Ramsay
Production Company – The Pound
Directors – Dogboy
Producer – Selin Yaman
DOP- Hugh Miller
Post Production – Method Studios Melbourne
Editor – Billy Browne
Post Producer – Sophie Taylor
Flame – Chris Betteridge & Jamie Scott
Sound – Production Alley
Engineer – Rodney Lowe
Composer – Nic Buchanan
10 Comments
There’s a serious gambling problem in this country
Lucky they didn’t hit the Samsung Slider seat on the way around.
Ethics of gambling aside, I have to admit it’s a good piece of advertising.
should be ashamed
if this isnt considered in-play online betting what is? illegal by the way
Online live betting is only illegal on sport, not racing.
William Hill succeds with another crap ad – this one looking poorly executed. Why PR it i ask?
It’s no sportsbet though is it.
Bang! Bang!!
Don’t knock it till you try it – just won 150 in my hospital bed using this for the 1st time off 15 bucks lol. Double down is pretty darn cheap to do and creates so many more options.
You can use it as a way to only loose half when your horse jumps shit, or you can also actually bet on that light weight, outside barrier, roughie and see if it kicks at the turn before doubling up. You’d be surprised actually how long you have to decide on the double down.
Great initiative, maybe use in addition to sportsbet 🙂