Fenton Stephens launches TomWaterhouse.com
Melbourne independent creative agency Fenton Stephens has created a fully integrated campaign to launch sports betting brand TomWaterhouse.com.
Tom Waterhouse, part of the Waterhouse racing dynasty, has been Australia’s leading on-course bookmaker and the challenge now for the business is to take the brand online. Given the highly cluttered and competitive nature of the online betting market place finding a differentiated position was an imperative.
Research revealed many punters want to get as much ‘good oil’ as they can to inform their punting decisions. With 112 years of betting history, the agency realized TomWaterhouse.com is the brand best placed to deliver this to punters. The resulting strategy focused on giving punters an advantage over their mates by giving them access to this font of knowledge.
Tomwaterhouse.com launches the brand with a fully integrated campaign during the Sydney Autumn Racing Carnival. A 30 second brand TVC spot will run in Friday channel 9 news and NRL coverage in Sydney during the carnival, creating awareness amongst punters and establishing the website as the place to go to become a better punter.
This will be supported by a combination of 20×7 and 5×7 strip ads in the Sydney Daily Telegraph will communicate both brand and retail messages, again appearing on Fridays – the day of the week punters start thinking about racing. The content-rich TomWaterhouse.com website has been designed to offer a lot more than simply betting, it’s designed to provide punters with key insights to make them better punters.
Meanwhile, each week a combination of eDM’s, Tom’s Blog, tweets and facebook updates keep punters up to date with Tom’s thoughts and a facebook promotion where punters can share their best advice on how to be a better punter is underway.
Credits for “In the blood” TVC
Agency: Fenton Stephens
Creative Director: Alex Fenton
Creative team: Alex Fenton and Gordon Haynes.
Planner: Simon Antonis
Director: Chris Sferrazza
Prod Co Producer: Simone Adamson
Editor: Tim Isaacson
Post production: MRPPP
Recording Studio: GASinc
Composer: Andy Evans
Sound Engineer: Rodney Lowe
Agency producer: Lisa Ramsay
Campaign creatives:
Alex Fenton, Gordon Haynes, Dave Lunnie, Digital: Stephen Lay, Stanley Lim.
Others:
Photographer: Christopher Tovo.
3 Comments
yuck
Is he sitting on a toilet in that shot?
Not sure connections with Robbie and Bill are a positive selling point.