BOYLE Sports Signs David Ginola For Marketing Push
Irish bookmaker BOYLE Sports has signed former France international David Ginola to front a new advertising campaign for its Squad Builder product, part of a wider push to bring a more cinematic approach to its marketing.
The campaign, produced by Boldspace and directed by Elliot Simpson, was reported by Business Plus.
The 60-second and 30-second adverts feature two football fans discussing Squad Builder before Ginola interrupts to explain the product directly to camera, with the creative style drawing on the celebrity-cameo device used in the Oscar-winning film The Big Short.
What Squad Builder Offers
Squad Builder allows customers to select between two and five players from major football leagues and choose from seven statistical targets, including goals, assists, shots, tackles and cards. Rather than requiring every selected player to hit an individual target, the players' performances are combined into one overall squad total.
Gill Blake-Swift, director of brand at BOYLE Sports, said the company wanted to create "a piece of entertainment first, not simply another betting advert," adding that Ginola's "charisma" and the film-inspired format gave the brand "a brilliant way of explaining a new product without making it feel like a demo."
'Back Yourself' Campaign
A separate version of the campaign will feature Ginola promoting BOYLE Sports' Early Payout offer, under which football bets are settled once a team takes a two-goal lead, even if the match later ends in a draw or defeat.
The campaign launches across TV, video-on-demand, digital, social media and customer-facing channels from September 23, and forms part of the betting site's wider "Back Yourself" brand positioning as the operator expands its presence in English football, including recent shirt and partnership deals with West Ham United, Leeds United and Nottingham Forest.
