Ladbrokes Australia launch new ad campaign

Ladbrokes Australia has launched a new ad campaign carrying the strapline “Up for the Challenge”.

The campaign was created by Ladbrokes’ lead creative agency Saatchi & Saatchi Australia who said they wanted to move Ladbrokes branding away from the ‘laddie’ led messaging that has dominated industry marketing, and give the betting operator a more mature image to approach its consumers.

Sound familiar? Betfair’s latest multichannel campaign was described by the company just last week as a fresh approach which “deliberately de-shackles the company from the laddish humour associated with the sector” (see previous report).

Up for the Challenge will be launched across social, digital, broadcast, cinema, radio and print channels.