Neds jumps into Spring Racing with latest ‘Serious tools for serious punters’ campaign
In its second year of operation, Neds is launching into the Spring Racing Carnival with its “Serious Tools for Serious Punters” campaign. At the centre of the campaign is the Punters Toolbox, a platform interface that houses industry-first products.
The “Serious Tools for Serious Punters” campaign was developed by the Neds Internal Creative Team of Katarina Diquez and James Burnett and features a “Toolbox” device created by Andy Ward from BCM Brisbane.
In a season that sees all bookies screaming about bonus bets and promotions from the top of their lungs, the Neds creative stays focused on product marketing – advertising the Toolbox and its innovative racing products. This tack was taken to distinguish them from their competitors and in response to insights gathered from research. The key finding was that customers engaged with the brand but were looking for a reason to join Neds.
The device, together with the concept and scripts developed internally, brought the Punters Toolbox to life with three 30 second spots. The full product spots only air in certain states as regulations differ from state to state so here Neds is only able to show their generic TVC without mention of the products.
Says James Burnett, CMO, Neds: “The Punters Toolbox is a powerful branded asset as all men, handy or not, feel more capable with a toolbox in hand. Plus, customers have responded very positively to the Toolbox.
“Our aim was to elevate the interface and put our products above the offers and noise in the market – I think that the spots directed by Frazer Bailey do this” and Burnett went onto say how proud he is that the Neds teams concepted, wrote and produced these spots themselves.
Besides the new products, Neds is placing special focus on features and improvements it has made to its app and website in preparation for Spring Racing. The combination of industry-first products and improved features will set the Neds up for an exciting second Spring.
Agency: Internal Neds Creative Team with contribution from BCM Brisbane
Chief Marketing Officer: James Burnett
Creative Direction: Katarina Diquez and James Burnett
Art Director: Keira Samuel with contribution from Andy Ward (BCM Brisbane)
Copywriters: Katarina Diquez, James Burnett with contribution from Nick Ikonomou
(BCM Brisbane)
Producer: Katarina Diquez
Jnr Producer: Amanda Sharp
Director – Play TV: Frazer Bailey
Producer – Play TV: Justin Lyons
DoP: Geoffrey Simpson
Post Production: 3P Studio
Managing Director – 3P: Haley Stibbard
Producer – 3P: Caroline Renshaw
Offline Editor: Sam Stokes
Online Editor: Rodney Quach
Sound Production: Stewart Whiteley – 3P Studio
VFX: Alt.vfx
VFX Supervisor: Dave Edwards
14 Comments
Genius!
Betting advertising = The scourge of advertising.
Neds = More of the same.
@Phar Lap, how many Cox Plates did you win smart guy?
It’s great to see so much thought and insight going into gambling advertising.
Hopefully this campaign shifts casual punters into addicted punters, will make for a great effectiveness casestudy.
Great to see another betting agency producing its work in-house to great effect. Must make the agencies worried with so many brands bringing it in-house – how fast times are chaging.
riiiight, so, the CMO is the copywriter?
Does it show? Nooooo, of course not ! Who needs a creative agency when the CMO is so talented?
EVERY agency should run a mile from muppets like this if they have any self respect (Looking at you ‘agency who contributed’ – you’re complicit in these turd sandwiches.)
The advertising equivalent of an awkward conversation at a BBQ.
nice die hard reference
meh
I would suggest that unless you are open to finding new ways to collaborate with creative people and clients then you may not be in your job very long. I would also suggest you might be the reason why they went this way in the first place….
Advertising is a pimple on the arse of capitalism.
Betting advertising is a pimple on the arse of advertising.
Plenty of tools in this one.
If only this was a little bit shitter, then it would be memorable. The ill-advised PRing of this shitty work is the most attention it’s likely to get.
Outsourcing components of a campaign to various talented people then dicking with them through your ‘internal NEDS creative team’ is a recipe for a shit sandwich. That’s what you got NEDS. Enjoy.