New Australian online bookmaker launches

The new Aussie sports betting operator Neds has launched in the local market, supported by an integrated advertising and promotional campaign and distinctive brand platform developed by Ogilvy Brisbane.

The campaign aims to connect with the ‘modern Aussie bloke’ using the tagline Time To Bet and features a range of five different television and social media advertisements targeted on the male demographic..

“The betting category is already cluttered, and one that generally adheres to tried and tested codes, such as celebrity ambassadors, price promotions, or the latest functionality. It would be easy for a new and unknown brand like Neds to get lost in that clutter. For these reasons, we knew we had to do something completely different,” a spokesman for Ogilvie Brisbane explained in a statement over the weekend.

“After some research with Australian blokes we uncovered a startling truth – 80 percent of our audience feel pressured by the demands of modern life and yearn for ‘me time’,” he said.

The campaign will run nationally across TV, OOH, Radio, Online, and Digital. See the vid previews here: