‘If’ agency gets Paddy Power text betting account

The Altrincham, UK direct marketing agency ‘if’ has been awarded online and land gambling group Paddy Power’s contract for the promotion of its new text betting service.

The ‘if’ team was briefed to raise awareness of the new offering to both existing and new target customers, with the core message being ‘speed and ease’ as the new product is rolled out across both national and sports media.

A series of focus groups, made up of customers who either bet instore, online/via an app or over the phone, was arranged to test the themes.

The aim has been to generate trial and repeat usage of what is arguably the fastest way to place a bet. Enhanced prices and free bets have been devised and promoted with a focus on major sporting events such as the Premier League and high profile race meetings.

Gemma Field, project manager at the ‘if’ agency, said: “Paddy Power is an energetic brand to work with. Launching text betting over this summer of sport has been as much about entertainment as it has been about getting across how quick and easy it is to use.”

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