In 2019 we worked on the brief for Betfair’s annual Cheltenham campaign. Cheltenham is one of the biggest events in the calendar for Flutter UK&I, helping attract new customers who help drive business throughout the year so it’s always a great opportunity for us.
Our creative was based around the insight that it is often small decisions or choices that lead to winning outcomes in the world of horse racing, and this applies to the punters, the jockeys and also the trainers, many of whom Betfair use as brand ambassadors.
We executed the campaign using a high contrast graphic style using some of the favourites for the event in print and digital media. This also allowed us to showcase stats and info in a HUD style that would also appeal to Betfair customers who are known for their knowledge and expertise.
In motion formats we used a subtle puppet warp to give the horses some movement and dynamism.
Such was the success of the campaign in 2019 that we were asked to execute the full TTL campaign for Betfair in 2020 using Small Details, Big Results as the platform again. Traditionally the brands would go to external agencies for the ATL elements of their Cheltenham campaigns so to get this brief was a great opportunity for the internal team.
We wanted to keep the same idea of looking at the little things that make the difference but we we decided this time to include more of a focus on the punter and move away from the more analytical side and make it feel a bit more human and personal.
We chose to bring in some handwriting elements instead of the graphics, along with shots of the trainers, the jockeys and the customer themselves to bring the emotion that we know resonates well with the public.
In the TVC that we produced in-house we shot at Paul Nicholls yard to get an insight into his preparations and also filmed a group of punters as they prepared for, and then enjoyed, Cheltenham.
This second iteration proved to us that Small Details, Big Results was a great platform for the Betfair brand and it remains one that I think would still work well for them today.
Daniel Flynn - Creative 