Neds launches into the local market with new ‘Time to Bet’ campaign via Ogilvy Brisbane
To coincide with the 2017 Spring Racing Carnival, new Australian online bookmaker Neds has been launched onto the local market, with an integrated campaign and distinctive brand platform developed by Ogilvy Brisbane.
The first work executed for Neds since the agency won the business in a competitive pitch, the Neds launch campaign aims to connect with the ‘modern Aussie bloke’ using the tagline Time To Bet.
Ogilvy Brisbane managing director Ben Lightfoot, said after winning the account, the agency took several months to develop the new brand strategy knowing it had to try a new approach to engage with its mostly-male target audience.
Says Lightfoot: “The betting category is already cluttered, and one that generally adheres to tried and tested codes, such as celebrity ambassadors, price promotions, or the latest functionality. It would be easy for a new and unknown brand like NEDs to get lost in that clutter. For these reasons, we knew we had to do something completely different.
“The Time to Bet platform and campaign allows Neds to step out of the category codes and moves beyond the traditional transactional, direct response communications used by many others in the sector. We hope this puts Neds in a position to genuinely connect with the modern Aussie bloke.”
Ogilvy Brisbane strategy director Ewen Pettit said the agency undertook a rigorous process to ensure it really understood the audience before developing the brand position.
Says Pettit: “After some research with Australian blokes we uncovered a startling truth – 80% of our audience feel pressured by the demands of modern life and yearn for ‘me time’.
“Knowing the simplicity and sheer fun of the Neds experience remedied this tension we developed the distinctive brand platform Time To Bet. It’s an approach that champions Aussie blokes and offers them a fun little escape while providing a strong brand position from which to grow.”
Says Edward Crossin, CMO, Neds Australia: “We’re delighted to have Ogilvy help build us a major new brand in Australia.”
The campaign will run nationally across TV, OOH, radio, online, and digital.
Agency: Ogilvy Brisbane
Executive Creative Director: Phil Nobay
Copywriter: Sam Whatley
Strategy Director: Ewen Pettit
Client Services Director: Ben Wood
Senior Agency Producer: Amanda Bennie
Production Company: Plaza Films
Director: Dave Wood
Producer: Lee Thomson
DoP: Crighton Bone
Post production: The Editors
Editor: Stu Morley
Audio: Nylon Studios
36 Comments
I love these advertisements!
More ‘me time’……groundbreaking
Punting at work, skipping out on family time
Solid principles you have there
If this isn’t promoting problem gambling i don’t know what is….
This will be removed in a couple of weeks and will have made its effect.
The only problem for them is there product is poo and you can have all the ads in the world, punters will leave you in a second if product sucks.
Neds just another flop.
Could these be anymore generic???
Easily the weakest advertising campaign in the wagering category. What’s original about it? Absolutely nothing! Time to Bet, must have taken ages!
Obviously Ned’s needs to urgently hire some marketing talent and appoint a new agency!
“Time to Bet?” U-Bet it is ! Thanks for spending your money promoting the category Neds. We had a noticeable bump since your very generous category promoting campaign. Thank the agency for their lack of strategy for us too. “Something completely different”…Lel. We love your campaign! Keep it coming!
Lame, cheap executions of a truly disgraceful concept and positioning. Ironically, the creative and production teams had to skip heaps of family time to fail miserably. #livethebrand
It doesn’t say “me time”, it says “problem gambler”.
Countdown on when the boys get thrown out of town!
Or maybe the app will break again before that happens…
So, in “Ogilvy Australia” Ogilvy Melbourne run the state anti-wagering campaign, and Ogilvy Brisbane have a wagering client promoting it…?
I like these.
I’ve laughed at a few of them. I think they’re pretty different to the rest of the category.
Lol, UBET talking about category ads?
For the Thrill of It?
Yep, that’s right, punting is awesome, now let me go off and open my Sportsbet app.
Great fresh look and fun ads
Love the supermarket ad, it’s actually a fresh new fun look – good job
I love orange. And I don’t mind these ads (though I guess I’m not fussed really). But I absolutely hate the pathetic, cynical, negative vitriol that people put out there on these forums. Find something better to do for the world than taking pot shots at the industry that possibly once fed you (and perhaps your families), and possibly still does.
I’d kill myself if I made this, and then have a good friend erase my past so no one ever knew I existed.
Harsh?
Watch one of the spots again.
Bang on.
Thumbs up – nice work from the agency. I’ve actually used the betting platform and it is very good
Not a particularly brilliant idea. Well executed by the talent though. Billboards are not exactly groundbreaking. Looks awfully similar to something that was pitched exactly twelve months ago…by a staff member of another company.
Lighten up people – nice simple funny ads which are single minded. Is this not what we are all wanting in our ad lives? Some clowns here are far to clever for their own good. Keep us being blokes and keep us laughing Neds.
Everything about this demonstrates bad judgement. Strategy, creative and even the decision to PR it.
Too close to Sportsbet and not as funny.
It’s not hard to see why people would find these spots insulting.
Shit. If I’d made this garbage, I’d be looking for a new job.
Truly dreadful work. The press release is bloody entertaining tho!!
In the not to distant future I hope betting advertising is as anachronistic as tobacco advertising. We’ll look back in wonder at what our idiotic industry did and the misery it yet again helped bolster.
These shitty ads have a Victorian media buy so how can they not be in conflict with the work Ogilvy do for Victorian Anti gambling?
The set up is spot on and well executed – punting as an escape, fun. Simple.
Ban all gambling ads now. Seriously they are setting a shocking example for people to develop a problem & treat it as normal
If the preliminary research for these ads showed that 80% of their target audience were men then portray them in a responsible light, not as lazy bogans skipping work on the job, being totally disrespectful to women, family and the elderly in an attempt o be funny. Gambling is not funny when it is portrayed like this. We all like a punt every now and then but this seems to show men being consumed by gambling.
Really Ogilvy? This is the 21st century boys!
If the preliminary research for these ads showed that 80% of their target audience were men then portray them in a responsible light, not as lazy bogans skipping work on the job, being totally disrespectful to women, family and the elderly in an attempt o be funny. Gambling is not funny when it is portrayed like this. We all like a punt every now and then but this seems to show men being consumed by gambling.
Really Ogilvy? This is the 21st century boys!
I agree with Adwatcher. These ads are so insulting to men. You blokes should be up in arms at being portrayed as lazy, dopey, irresponsible dicks, instead of the lovely, strong, hard working, considerate legends that (most) of you are.
Hello Ogilvy Brisbane Team,
too bad NEDS team didn’t sell you this concept… BETTING AT WORK.. .
so you guys could waste work time and BET with NEDs and not come up with such a rediculous set of ADs.
Just saying, these ads are utter horse shit. Really? Promoting gambling by making it look like it’s okay to neglect your family, inconvenience whoever you want, brush off your girlfriend (who you supposedly care about), slack off on your job, and just be an irresponsible ass in general? Just to throw away your money? If this is what ‘the modern Aussie bloke’ finds appealing, then I am ashamed to call myself an Aussie bloke. So insulting.
These are both painfully derivative in the way they portray aussie men and unoriginal for the category. Wow, show a bloke skiving off work betting on his phone?!? this doesn’t make someone who bets with NEDS to look a legend, this makes them look like a loser.
If you’re commenting that you love this and you don’t work at Ogilvy, you should probably take it as a sign to QUIT NOW.
This campaign is so damaging to the gaming industry. If ever the regulators and lobby groups needed ammunition or evidence to tighten regulation or proof that the industry is targeting problem gamblers then this is surely it.
What’s more I can’t believe the average Aussie punter would want to buy into how this brand positions its users. Who on earth thought it a good idea to communicate that the users are no-hoper, lazy, inconsiderate duplicitous scumbags?
Truly woeful Neds. Truly amateur-hour Ogilvy.