March 20, 2009

Ladbrokes to renew challenge to Nordic monopolies with new TV campaign

Ladbrokes is set to once again challenge Scandinavian gambling monopolies by embarking on a major TV advertising campaign in the Nordic region.

The bookmaker has produced a series of five TV advertisements and copy for radio and print media. They will reinforce the message that Ladbrokes provides a more competitive betting offer than state-run monopolies and provides a vision for what could be available to consumers in the Nordics were Ladbrokes able to establish a physical presence in the region.
The company has produced two English-language spots each for the Swedish, Danish and Norwegian markets. They will appear on UK-licensed satellite channels broadcasting into those countries as well as Finland.

Ladbrokes described the new adverts as more mature and developed than the ones they broadcast previously into Scandinavia, which it described as more of a brand awareness exercise.

Ed Andrewes, Ladbrokes managing director of eGaming, said: “The Nordic region is an important one for Ladbrokes and we believe this strong, hard hitting creative communicates the benefits of betting with Ladbrokes as opposed to the state monopoly and other betting operators.”

The creative was developed in house and in conjunction with the director Jesper Andesson of TV-Dinner in Stockholm and features the actor Ed Stoppard, who appeared in Roman Polanski’s film The Pianist.

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