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New Football Pools in £5.5m launch work
Marketing: August 2008. By Jemima Bokaie.
Marketing: August 2008. By Jemima Bokaie.
The New Football Pools, formerly the Littlewoods Pools, launches this week with a £5.5m drive ahead of the 2008/09 Premiership season.
The campaign, which breaks this week, is intended to capitalise on the rise in social gambling among 18-45-year-old men that has spurred the growth of sport-based fixed-odds betting and league-based competitions.
The creative, based on the positioning ‘Making the Banter Matter’, features male football fans with oversized heads talking about the game in locations such as a pub, burger van and stadium.
It aims to encourage consumers to play online at its website, footballpools.com, which features football news as well as views from pundits including Alan Hanson.
The activity, created by Stephens Francis Whitson, introduces the strapline ‘Don’t just talk a good game, play on’.
The revamped brand, which is owned by betting firm Sportech, will offer bigger jackpots to compete with the national lottery. Consumers will be able to play online, by mobile phone and in betting shops.