In his first iteration Brett Flair proved to be a hugely successful character for Betfair. And while people may have had a bit of a love/hate relationship with him, he was memorable and a great brand asset.
So when the Brand Team decided to refresh the creative they came to us with the simple thought: What if Brett was in a 90’s boyband created to spread the word about Betfair Casino’s new games?
Flutter Creative worked alongside the creative agency Pablo, to produce a full TTL campaign including 2x TVC, OOH, Radio, Social, Digital, CRM and Onsite creative. I was personally responsible for overseeing all the creative produced by our team, liaising with our stakeholders and our various specialist teams. I also took on the role of in-house creative consultant for all the work produced by Pablo.
We had a great time expanding the world of Brett and his band, The New Slots, into each channel in ways that worked best for their respective format, taking inspiration from the visual tropes and clichés of the 90s boyband era. We used Smash Hits and Rolling Stone magazine as touchstones for our static executions.
We looked to music videos, X-Factor and the Now That’s What I Call Music album promos for inspiration for our motion OOH, social and YouTube edits.
Here’s how some of the final static creative looked across a variety of channels.
Daniel Flynn - Creative 