William Hill chose The Bank as its new advertising agency. The brief was to reinforce the brand’s association with football in the run-up to this year’s World Cup. The Bank created the campaign to surround the football supporter by reminding them that William Hill is the ‘home of betting’.
The Bank showed the kind of strategic insight and clarity of creative thinking we are looking for
Creative features supporter’s match day rituals and used the ‘will’ from William Hill to reinforce the brand’s role within the campaign, concluding with the line ‘I will visit William Hill’.
The Bank’s creative idea was used throughout all media and was activated at a regional level with The Bank and William Hill’s in-house department team. TV was fully produced in-house by The Bank’s production department and directed by the company’s creative founder, Ian Cassie. Work included TV, press, radio, on-line, promotions and ambient media and was launched on 3rd April.
With a strong online presence and over 2,300 shops throughout the UK, William Hill is the UK’s biggest bookies.
The team has done a fantastic job delivering the campaign in less than a month
Kristof Fahy, Brand and Marketing Director William Hill, said: “We are trusted – with over 75 years of experience and a huge presence both on the high street and online. Simply put we are the home of betting in the UK and as such, we have a unique place in the minds of the British public. This next period of activity will coincide with our continued drive to offer customers an unrivalled experience online, on the phone and on the high street. The Bank showed the kind of strategic insight and clarity of creative thinking we are looking for. The team has done a fantastic job delivering the campaign in less than a month from when we first appointed them at the start of March.”
Ian Cassie, founding partner of The Bank, added: ”Our task has been to take all the great things that the William Hill brand stands for and re-present it in a creative idea that is unique, flexible and persuasive which can work as effectively in a TV spot as on a betting slip. We’re looking forward to working on building the William Hill brand and its association with football.”
Work type: consumer