Sportsbet.com.au launches new ‘Take a Break’ awareness campaign via BMF Australia
Following the recent launch of Take A Break – an industry first responsible gambling product – online bookmaker sportsbet.com.au has commenced a month long advertising campaign via BMF, to drive community awareness.
Take A Break is a self-service responsible gambling product that allows customers to choose when and how long they take a break from wagering.
Whether it is a Friday night out with friends, an entire weekend or for extended periods of time such as 6 months or 5 years or permanently, punters can Take A Break for as long or short a period as they wish.
The campaign will be shown across TV, digital, social and radio platforms including presence on Channels 7, 9, 10, 7Mate, 11, Go! and One, regional networks WIN, NBN & Prime and radio stations 2GB, NOVA, Triple M, 3AW and SEN.
Says Barni Evans, marketing director, Sportsbet: “Take A Break is an innovative new product and we want consumers to know about it and the other responsible gambling services we provide.
“We know our customers appreciate and use our Responsible Gambling tools. Thousands of customers have set a limit on how much they can deposit into their account over a set time period, so we expect Take A Break to be similarly popular.
“We’ve seen an encouraging uptake of Take a Break prior to the campaign. There’s no doubt the ads will have the impact we’re aiming for and drive the message that wagering should be fun and conducted responsibly.”
Specific programs where Take A Break messaging will feature include Nine’s Summer of Cricket, Evening News on Seven, Nine & Ten, The Project, The Block, Top Gear and The Big Bang Theory as well as a raft of other general programming, including movies, targeted at men aged 18-54.
Take A Break will also receive heavy presence across Sportsbet’s mobile and desktop platforms and social media channels.
Agency: BMF
Executive Creative Director: Cam Blackley
Art Director: Harry Neville Towle
Copywriter: James Sexton
Strategic Planner: David Warren
Client Services Director: Daniel Lacaze
Account Director: Will Woods
Agency Producer: Fiona Gillies
Director: Nick Kelly
Production Company: The Sweet Shop
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland
Producer: Jane Liscombe
Offline Editor: Jon Holmes
Online Editor: Nicky Liddel
Colourist: Martin Greer
Sound Company: Rumble Studios
Sound Design: Nat Joyce
DoP: Lian Gilmour
GM of Marketing: Mark Migliorini
Head of Brand & Advertising: Simon Kennedy
Brand Manager: Kathy Daves
Content Manager: Raman Goraya
Video Content Manager: Simon Coughlan
Project Coordinator: Felicity Smith
6 Comments
Yeah, take a breather, but stay hooked. We don’t want to lose you.
It’s not the gamblers who need to stop, it’s the industry. Gambling is addictive and should not be framed as normal behaviour. By making out it’s the individual with the problem, the industry hopes to shift blame from itself onto the person who should be strong enough to “know when to take a break.” Don’t fall for it. This industry is crying out for regulation…but don’t hold your breathe when every tax dollar counts.
Better than the blatant lip service alcohol brands spit.
@GAMBLE *responsibly
I don’t gamble, I don’t like gambling, and I don’t like the parasitic gambling industry.
But individuals suffering from gambling addiction are not blameless.
Sportsbet will be spending millions on this.
Well done for taking good a stand in the industry
It’s still not great. But at least it’s a positive step. Anything that helps people stop gambling is a good idea.