William Hill questions clichéd view of a betting customer

William Hill questions clichéd view of a betting customer

Monday, November 14, 2016 Posted by Andy McCarron
New marketing push takes a different approach

William Hill’s head of advertising and content has questioned why the gambling industry doesn’t have a more varied approach when it comes to marketing to audiences.

Speaking on the launch of William Hill’s new TV advert, Peter Spiers said: “We’ve never understood why the vast majority of our sector communicates in such a literal and clichéd way with its customers. These are same customers who interact with the likes of Stella Artois, Playstation, O2 and Nike, and we of course share TV ad breaks with these brands, so why can’t we communicate with the same customers using equally compelling content?”

The bookmaker has invested a lot in the latest advert as it is directed by celebrated Hollywood moviemaker Paul W.S. Anderson, and is intended as a deliberate breakaway from the clichéd view of a betting customer - with no blokes in pubs or over exposed ex-footballers to be seen.

Instead, William Hill wanted to look at the high-paced world that their customers live and breathe - and the importance that we now place on speed of service. Inspired by product and customer insight - which highlighted one of the company’s key differentiators as the speed of use their mobile products offer, from both a performance and user-experience perspective.

The need for speed in consumers’ daily lives seems to be increasing every year – with more and more activities competing for everyone's precious leisure time. Their challenge was to communicate this in a new and compelling way.

With this in mind, William Hill decided to explore a notion of a ‘Fast’ world - using real-life examples to illustrate the importance of speed in the modern world. Importantly, they focus on the customer benefits that William Hill offers, not just the product benefits.

To bring their idea to life, William Hill drafted-in their creative agency, Bark & Bite, the production team at Mob Sport, and Hollywood director Paul W.S. Anderson.

Spiers added: “I’m proud to say that the original concept for the campaign was developed in-house at William Hill. However, we are very grateful to our creative agency, Bark & Bite, the production team at Mob Sport, and director Paul W.S. Anderson for bringing the idea to life so effectively. This has been a true collaboration between a lot of very talented people, and I hope that is evident in the finished TV ad.”

Christian Knowles-Fitton, managing director of Bark & Bite, commented: “When Peter approached us with the idea for ‘Clever Fast', we knew Paul W.S. Anderson was the perfect choice to direct the film, and convey the speed of the William Hill app.  True to form, he's delivered an action-packed visual feast which truly sets William Hill apart from the competition."

Anderson, who has directed such films as Alien vs Predator, the Resident Evil series and the Three Musketeers, said: “I was very excited when William Hill approached me about this concept. I loved the whole idea of the commercial and it has been great to be unleashed on it. This is some of the best-looking footage that I’ve ever shot.”

Totally Gaming says: Differentiation is the key in a crowded market so it is little wonder that William Hill has invested in getting its message across in a different way. The bigger question is that why other operators haven’t also tried to use an alternative voice in order to reach customers.

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