Spread betting with 20:20 Vision

Spreadex is the UK’s leading sports spread betting company who came to Early for creative direction and execution for a major new out of home advertising campaign across the London Transport network, digital ads, social media and radio.

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Problem

Within the gambling sector, spread-betting is a highly specialised, niche offering with a relatively small total population. Spreadex sought to dial up its clear points of difference between itself and its competitors. As a highly regulated sector, our copy and imagery needed to adhere to multiple guidelines, yet still pack a punch!

Solution

Our strategic recommendation was to make heroes of the client’s 20 year heritage and the unbeatable, differentiating data insight that Spreadex’ Stats Centre provides its customers. In response we developed a key 20:20 Vision creative device as the central pillar of the campaign. We crafted a range of bespoke, and highly proprietary ‘low-poly’ images of iconic sports people in action, deployed at relevant times and locations during the campaign period according to current sporting fixtures.  Engaging headlines were written with more than a nod to the environment in which they were viewed, across the transport network, inside trains, on platforms, in pubs, on taxi sides and in digital formats.

Outputs

  • Static ad creative tailored to all out of home and digital media, including interior tube panels, large format cross track posters, taxi sides and tip seats, and posters in out of home environments such as pubs, clubs and washrooms.
  • Animated video creative deployed on tube station cross track digital 48 sheets and London Underground escalator sides.
  • 30 second advertising creative script on TalkSport radio
  • To keep the campaign fresh, ad creative evolved over 4-5 bursts per media, including updated promotional offers
  • 30 second advertising creative script on TalkSport radio
  • To keep the campaign fresh, ad creative evolved over 4-5 bursts per media, including updated promotional offers

Outcomes

A highly engaging campaign, with a new positioning for Spreadex, resulting in nomination for Marketing Campaignof The Year at the SBC Awards. A refreshed brand positioning. Heightened brand awareness and customer engagement across London & the home counties commuter audience, alongside promotional offers and improved overall brand exposure.