Unlike bookmakers who take a risk with their money, Betfair is an exchange with zero risk. It basically means they can operate on much tighter margins. But to the punter, itmeans much better odds. Betfair had forgotten to remind punters of this so, unsurprisingly, new punters had stopped coming. So we made an aggressive play for the value position by comparing betfair’s best odds with their rivals. It was a very simple, very single-minded approach and it cut through their competitors advertising puffery. When it comes down to it, blokes looking to place a bet are no different to mums looking to buy a frozen chicken – they want value for money.

TV, press, online, outdoor, viral, event.