There's a new player in town: PointsBet launches new campaign via Fenton Stephens and AIRBAG

Screen Shot 2018-03-23 at 10.16.25 am.jpgIntent on shaking up the Australian betting establishment, industry newcomer PointsBet has announced that 'There's A New Player In Town' in a launch campaign via Melbourne independent, Fenton Stephens, and 2017 LIA Global Production Company of the Year, AIRBAG.

PointsBet is Australia's only online bookmaker offering both traditional fixed odds betting (Sports & Racing) as well as a new betting format called "spread betting", posing a genuine point of difference in a market sorely lacking one. The brand spot assertively makes the point that the 'same old' world of betting is about to get smashed to pieces.

Says Alex Fenton, creative director, Fenton Stephens: "PointsBet is a new player in a highly overheated marketplace. We enjoy partnering with challenger brands to help them carve out a differentiated territory they can thrive in."

Needing an impactful execution to support such a disruptive brand, Fenton Stephens teamed up with AIRBAG's Lukas Schrank to give the campaign the punch it deserved.

The agency also employed Bang Bang's Tristan Dewey to produce an original track for the brand.

The campaign will be supported by a series of retail TV spots and digital activity.

Client - Pointsbet
Chief Operating Officer - Andrew Fahey

Agency - Fenton Stephens
Creative Director - Alex Fenton
Associate Creative Director - Jess Wheeler
Art Director - Guillermo Carvajal
Director of Planning - Simon Antonis
Head of Account Management - Josh Collins
Agency Producer - Lisa Ramsey

Production Company - AIRBAG
Director - Lukas Schrank
Producer - Francesca D'orazio

Sound: Bang Bang
Composer & Sound Design: Tristan Dewey


Phew said:

William Hill

Thank god, about time Australia got another betting agency.

101 said:

If your point of difference is 'spread betting' in a 'market sorely lacking one', why wouldn't you promote that? That would make it not 'same old'.

Axel W said:

What happened to the William Hill account, guys? Guys?

pleased said:

pleased I read the press release, otherwise I wouldn't have known what was not 'same old' about it.

Roger Rabbit said:

Their work for WilliamHill was category-leading.
This stinks.

Look Into It said:

Maybe the creatives actually had some ethics, and decided to make a terrible ad for a terrible product on purpose?

Horses or donkeys said:

Why the graphic treatment of glitches? Has no relevance to the content. Pretty disjointed ad.

Tom K said:

I like it. @ Horses or donkeys, the glitches tie in with the old analogue images... you missed that? Geez.

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