The Pools has launched its latest advertising campaign, set for release across TV and digital channels, as part of its marketing push amid a major rebrand.
The ‘True Originals’ campaign puts the spotlight on the pool betting operator’s journey from a land-based to a digital-focused entity.
In the 30-second ad, a modern-day football fan discover his father’s box of memorabilia in an attic, before being transported to a football pitch.
Said memorabilia includes football shirts, a trophy, and a historic Football Pools slip.
Shortly afterwards, the camera focuses on The Pools app, with a voiceover stating, “This is The Pools reimagined for a new generation”.
The ad is designed to “leverage the brand’s nostalgic place in British cultural heritage, while celebrating its commitment to reaching new audiences and the next generation of football fans”.
In addition to being released for TV and on-demand, the ad will also feature on YouTube and social media platforms across the UK.
The ad was delivered in partnership with London-based creative agency Amigo Partnership, while media firm Tomorrow spearheaded The Pools’ digital media plan.
The Pools CEO James Arnold said: “The Pools has been a constant throughout the past 100 years of football history and British culture, but with ‘True Originals’ we’ve repositioned the brand as a modern entertainment platform, re-imagined for a younger generation.
“In this video campaign, we’ve connected with our past, celebrating what makes The Pools such a unique, iconic British brand, but transposed our best characteristics for a digital-first customer base.
“‘True Originals’ follows our successful out-of-home marketing and radio advertising campaign ‘The Parents’, which had a localised approach across our Liverpool and Manchester heartlands.
“We are now bringing The Pools to a national audience with ‘True Originals’, celebrating the same nostalgic themes of ‘The Parents’, to connect with the next generation of players.”
The latest campaign follows on from The Pools’ relaunch back in February, which was accompanied by its ‘The Parents’ ad campaign which also played on the brand’s nostalgia.
This followed on from the operator partnering with Gaming Innovation Group (GiG) to power the software for the digital product.
The relaunch also included the creation of a digital membership for pools games, which allowed players to set monthly spending limits.
Hugh Johnson, director of global client partnerships at Amigo Partnership, added: “The Pools has been a stalwart of British football culture for decades and holds a nostalgic place in the hearts of many.
“The ‘True Originals’ campaign sets out to capture the imagination of a new generation of fans, who didn’t grow up with The Pools, reaching back into the past to acquaint them with the brand’s legendary status, the folklore surrounding it and its place at the heart of football fandom.
“The creative taps into the zeitgeist for retro trends and positions The Pools as a true original. Heroes come and go, but originals, never go out of style.”
The post The Pools unveils ‘True Originals’ ad campaign first appeared on EGR Intel.
A 30-second ad highlighting the history of the operator’s brand will be launched across non-linear TV, YouTube and social media platforms
The post The Pools unveils ‘True Originals’ ad campaign first appeared on EGR Intel.