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Sep 20 2012

Ladbrokes Unveils Football-Obsessed Campaign Ahead of Europa League


Tiziano Crudeli wants to inform everyone, ‘Ladbrokes Mobile – Yes!’


London, September 20th 2012SapientNitro, part of Sapient (NASDAQ: SAPE), has created a series of idents for Ladbrokes to promote its mobile app during its sponsorship of the Europa League on ITV.


Featuring Tiziano Crudeli, the passionate Italian football commentator and face of the Ladbrokes’ ‘Game On!’ campaign, the idents humorously remind everyone to use Ladbrokes’ mobile app.


The idents echo Ladbrokes’ ‘Gym’ and ‘Shampoo’ campaigns, which continue to run for the entire length of the football season. The latest idents feature Sky football pundit and ex-footballer, Chris Kamara, undertaking various non-football related and comical activities, before Crudeli bursts into the spot shouting “Mobile Yes!” and placing a mobile device in Kamara’s hand with the Ladbrokes’ app on screen.


In one of the eleven idents that will run for the duration of the competition, we see Kamara trying to relax by knitting in front of the fire before an angry Crudeli snatches the yarn and needles from his hand shouting “No, No No.” Crudeli then replaces the knitting with a mobile saying “Knitting no! Mobile, yes”. The ident then ends with a close up shot of the app and the strapline “Ladbrokes mobile sponsors the Europa League on ITV”.


The idents broke on September 20th on ITV at 7pm, at the start of the group stages of the Europa League and will run for the duration of the tournament on ITV and ITV4. The idents will also provide the digital sponsorship online.

Adam Collett, Marketing Communications Director at Ladbrokes, says: “Our Game On! campaign has been a great success for Ladbrokes since its launch and the sponsorship of ITV's coverage of the Europa League will help us reach even greater numbers of football supporting betting customers.   Tiziano Crudeli and Kammy are a brilliant, funny and powerful team helping us communicate our brand in a truly engaging and entertaining way.”


Malcolm Poynton, Chief Creative Officer at SapientNitro, says: “With Soccer AM and Ladbrokes fans having parodied Ladbrokes’ ‘Gym’ and ‘Shampoo’ ads, we’re excited to serve up the next wave of Kammy and Tiziano encounters to promote Europa League. I’ve no doubt Tiziano’s insistence on football over pottery or DIY will chime with football fans nationwide.”


To view the idents:



Chief Creative Officer: Malcolm Poynton
Creative Director: Ben Callis & Justin Barnes
Art Director: Marcos Quinn
Copywriter: Adam Brewster
Group Account Director: George Porteous
Account Director: Naomi Hirst
Strategic Planning Director: Chris Baker
Agency Producer: Parm Sidhu
Director/ Production Co: Pier and Johnny, Big Red Button
Producer: Rupert Greaves
Post Production: Framestore
Media Planning/Buying: Tim Williams, Walker Media


About Ladbrokes
The name Ladbrokes is synonymous with betting and gaming: the hallmark of a premier brand. The Company, the origins of which date back to 1886, employs over 14,000 people in Britain and over 16,000 in total. It is one of the world’s leading betting and gaming enterprises. Ladbrokes is a market leader in retail bookmaking in the UK, Ireland, Belgium and Spain where it operates a combined total of more than 2,700 betting shops. The Company also operates betting facilities at eight FA Premiership grounds and nine racecourses, including Ascot. In addition to its extensive retail presence Ladbrokes offers thousands of betting markets on a daily basis via the Internet, mobile Internet and telephone. The telephone betting operation services 85,000 customers, while, the Company's online betting and gaming facility, has attracted nearly 800,000 active clients. Betting is offered via 13 tailored sites in nine different languages; supporting 17 currencies. The site incorporates the highest levels of security, which underwrite an integrated array of sports betting and gaming services available 24 hours a day, 365 days of the year. Ladbrokes is focused on building its digital capabilities to realise its vision of becoming a fully e-enabled international betting and gaming business.


About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca-Cola Company, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific.

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