Beyond betting: launching Ladbrokes in the entertainment space

The European Championships this year were always going to be a huge moment, for both football and our retained client Ladbrokes, especially considering the additional year’s wait for the tournament. We were challenged to cut through the brand noise and create stand out for Ladbrokes’ new #Drummers brand campaign, and to position the brand in the broader entertainment space. There was an appetite to launch the new campaign in a way that Ladbrokes had never done before, and to help show support for the music and entertainment sector.

The new TV ad is memorable in lots of ways, but especially for its huge soundtrack. To celebrate, we staged an exclusive online performance of Rock & Roll Queen by The Subways – the song from the ad campaign – introduced by Radio X presenter Polly James. We partnered with event industry action group #WeMakeEvents to produce the content and gig, and Ladbrokes made a donation to their cause. The partnership was brought to life when Ladbrokes and #WeMakeEvents lit up iconic music venues red, including Camden’s Roundhouse, Barrowlands in Glasgow and The Cavern Club in Liverpool.

The brand campaign was chosen as Campaign’s Pick of the Week – cutting through the competition the week before the European Championships started – and The Subways’ exclusive performance was viewed over 220,000 times on Facebook alone.