The UBET Punters Academy returns in newly launched brand campaign via Carat, Brisbane
Betting operator UBET has upped the ante in its new brand campaign, drawing on the strength of its trusted bricks and mortar retail stores, its customers’ ability to transact in cash and a range of new digital offerings.
The campaign once again brings to life the fictitious UBET Punters Academy concept, and features the latest additions to its talent stable in former Australian cricketer Andrew ‘Roy’ Symonds and AFL legend Mark ‘Roo’ Riciutto.
The duo joins former Origin stars Anthony Minichello and Trevor Gillmeister, Wallaby great Nathan Sharpe and legendary race caller Johnny Tapp.
In the creative, Symonds takes punters on a tour of the ‘academy’, outlining the varying ways UBET customers can have a bet.
Head of demand generation Penny Glasson said the new campaign was developed off the back of a comprehensive research piece delivered by Colmar Brunton on behalf of UBET, which indicated punters valued Australian-owned operators and the sense of security and trust that brought, along with a desire to have more options in the way they bet.
Says Glasson: “Our customers have trusted us with their punting dollars at their local pub or retail outlet for more than 50 years both as the TAB and now as UBET. To continue this relationship with our customers and drive loyalty, we need to continually evolve and deliver innovative products and services.
“By June 30 this year we expect to have all 1,200 retail outlets across the national footprint refurbished or rebranded to UBET, delivering a state-of-the-art retail experience second only to being at the stadium or track.
“This work has focused on communicating the offering in a manner that none of our corporate competitors can, which is critical given the competitiveness of the sports betting category.
“UBET offers a point of difference with the retail environment that still outperforms the digital platforms, so the challenge is not what needs to be communicated but how you do it.
“The strength and awareness of UBET’s ambassadors and the creative platform of the Punters Academy enables us to do that.”
The media campaign developed by Carat Brisbane kicked off on Sunday night (12th February) and will run for 8 weeks across TV, radio, outdoor and digital channels.
UBET: Penny Glasson, Kent Madders, Chris Raimondi, Abby Mayfield
Media: Carat Brisbane (Media)