Zak Thomas-Akoo spoke to Charlotte Emery, Chief Brand Officer at William Hill.
Let’s be honest – what makes it fun is the rivalry. Celebrating a goal may be one thing, but watching away fans go head-to-head and get defeated is sweeter .
It can be called a rebellious identity. To have a community you have to define who you are, but importantly you don’t. Yes, what you are can increase your togetherness, but perhaps just as important is what you are not.
Go home
Charlotte Emery, chief brand officer at William Hill, put this strategy of emphasizing community and rivalry at the heart of her new advertising strategy at the start of the season.
“We are about to enter a new season of football with all old rivalries reignited, and we are united again from peer rivalries, rivalries are now against nations,” Emery said. rice field.
“And then back in January, it’s back to team rivalry. So it’s really nice to be able to talk, it’s kind of a different rhythm.”
Last year’s campaign featured many of the same English football totems used in this campaign. Stadium, Buddies, Sweet His Caroline, Jermaine His Jenus, and more. far away.
“What we were celebrating was the feeling of being together. We are coming out of lockdown and reminding people how great it is to connect together and that sports and games are out there. Friendship bonds, reunions, the old jokes you do all the time, like gags with guys running cars.
masterpiece
This Word of the Day is epic and the sentiment William Hill seeks to create is big, bold, sassy and celebratory.
“When we entered this year, we wanted to ‘get out of lockdown and capture that same positive feeling, but now we want a pat on the back. , we have an extraordinary, epic football season coming,” she said.
“And we want to show that we capture the emotion of football and understand that we are fans. Because we just got off the back of the most surprising euro for a lion.”
“That’s why we’re talking about this season being epic, football epic anyway, but I feel like this season is going to be more so than any other and there’s already been some great epics with lionesses. there is.”
“And we wanted to bring that sentiment into our activities and advertising. So we created a series of ads and assets that speak to football as epic.”
Another new aspect of the campaign is its emphasis on the diverse facets of football.
“We brought back some friendship groups from last year’s campaign and brought in some new characters because we really wanted to reflect the diverse nature of football.”
“I have a grandpa with a granddaughter in her late 20s and I feel like this is something they’ve been doing together for a long time.”
tower on the hill
Much of William Hill’s brand power comes from its high street presence. Brick-and-mortar betting Through his chain of shops, the brand has become a highly visible gaming face in the UK.
“I think the strength of our brand is underpinned by our presence on the high street. In retail, we are very conscious. I don’t like to dwell on the past, but I’ve been doing this for a very long time.”
Emery argues that the future of the brand rests on operators that rely on their strengths.
“I think we intend to continue to build on and strengthen the strong foundation that we have. We clearly intend to move forward and help build equity around football. ”
“As you know, we come from a very strong racing heritage, which is very important to us, but we know it is important to be very strong in football.”
It may be wise to make football central to the company’s strategy.
