Digital agency Essence (www.essence.co.uk) is handling the online planning and buying for Betfair’s (www.betfair.com) global marketing drive to help position the brand as ‘The World’s Biggest Betting Community’. The campaign encourages consumers to ‘cut out the middleman’ and bet directly with other punters through Betfair’s peer-to-peer betting exchange.

Coinciding with the start of the new football season, the integrated campaign focuses heavily on TV and online, and will target sports fans with the aim of increasing brand awareness and growing the three million-strong Betfair community.

Essence’s digital activity combines high-impact events with a sustained social media push and is underpinned with direct response activity across a variety of sportals, portals and social networks. Highlights include a YouTube takeover, the first-ever by a betting brand; a series of Facebook events including a mass ‘reachblock’; and several front page events on properties such as Autotrader, ESPN Soccernet, Football.co.uk and Footymad.net.

Betfair’s Head of Central Online Marketing Services Ben Carter said: “The scale of the campaign signals our determination to firmly establish Betfair as the number one global betting community. We have worked closely with Essence to develop a campaign which balances brand and direct response objectives, and leverages the exciting promotional opportunities available in the social media space.”

Joseph Leon, Partner at Essence comments: “Betfair’s peer-to-peer proposition provides us with a strong promotional platform which resonates particularly well in the social space. The campaign strategy reflects the modern digital blend of social media, impact promotions and direct display, all combining to deliver against Betfair’s campaign objectives.”

Dated 13/09/2010

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About Essence:

Essence is an award winning digital agency based in London and delivering work for clients across Europe and beyond. With clients such as Google, Expedia and eBay, Essence delivers media, creative and technical solutions to leaders in the digital space. In 2009, the agency was announced as eConsultancy’s Most Innovative Digital Agency (http://www.essence.co.uk/news/p/item/essence-awarded-most-innovative-digital-agency) and in 2010 it was crowned Media Agency of the Year at the NMA Effectiveness Awards (www.nmaawards.co.uk ). The agency won the highly coveted Revolution Special Award for Innovation in April 2010 and in May, Essence featured in the top 20 in Europe’s Fastest Growing Larger Digital Media Companies at the Media Momentum Awards 2010 (www.essence.co.uk/news/p/item/essence-makes-media-momentum-top-20).

For further information, please contact:

Matt Isaacs, Founding Partner
Tel: 0207 758 4215
Email: matt.isaacs@essence.co.uk

Published on: 4:55PM on 13th September 2010