Betfair has shirked category norms in wagering advertising with no slapstick comedy or montage of sports shots in sight.
Wagering platform Betfair Exchange has launched a new positioning and data-focused campaign via Saatchi & Saatchi, Melbourne.
The idea titled 'The Game Within the Game' celebrates the very rational and data driven approach its users take to betting.
The campaign takes actual sports data, and visualises that data as key sporting moments - a very different approach in comparison to its category competitors.
Betfair marketing and VIP director Pip Kerr says: "Our betting platform is unique and our business model relies on winners, we are all about giving our community the right data, intelligence and support they need to be successful in their decisions.
"The 'Game Within the Game' idea certainly celebrates that in a very visual and category disrupting way."
The work is the first from Saatchi & Saatchi and Mercerbell since it was appointed on the account at the beginning of the year. it was the first joint with for the agencies since Saatchi & Saatchi acquired Mercerbell.
Mark Cochrane, managing director, Saatchi & Saatchi says: "We are excited about the unique position Betfair has in the marketplace, and also excited about where this idea can take them."