Betfair has launched a new advertising campaign, starring brand ambassadors Ronaldo and Rivaldo. The initiative aims to introduce the new product available to the bookmaker’s customers, Safe Substitution, a differential that reinforces the uninterrupted excitement of the game.
With Safe Substitution, when a player leaves the field, the bet automatically follows the change and the player who comes in to replace him will be valid for the initial bet. This means that, for example, if a bettor places a bet on a specific player to score a goal, but he ends up being substituted before completing the action, the bet will continue with the player who comes in to replace him.
The campaign, created by Ogilvy Brazil, began airing over the weekend and addresses the possibility of what Brazilian life would be like if everything had a safe replacement like the one offered by Betfair.
“Safe Substitution is an innovative new feature that keeps the action alive by ensuring that bets are not interrupted by unexpected changes in the match. We know how frustrating it can be when your bet falls through because your favourite player has been substituted. The launch of this product means that Betfair customers will now always have the opportunity to stay in the game until the final whistle without missing out on any of the action. It reinforces our commitment to listening to our customers and delivering the best betting experiences in innovative and exciting ways for our Brazilian players,” Jess Wilson, senior marketing manager at Betfair.
“We prioritised a creation that exalts the joy and Brazilian spirit. The commercial seeks to connect the Betfair brand with the public in an authentic way,” Rafael Donato, CCO of Ogilvy Brazil, said.
Alexander Davidson, Associate creative director of Ogilvy Brazil, said: “The idea is to show that, just like football, life is full of surprises, but with ‘Safe Substitution’, fun is always guaranteed. Betting with Betfair means keeping the excitement going until the end.”
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