Integrated marketing, advertising and communications agency, BJL, is today pleased to unveil its latest creative campaign for leading independent bookmaker, Betfred.com, as part of an integrated strategy to promote the company’s mobile casino and slots product.

Breaking on TV on May 9th with the first of five executions, the campaign will also include online and social activations as well as retail presence, with call-to-action based creative introduced across Betfred.com’s 1,400 shops nationwide.

Focussing on Betfred.com’s fun and friendly brand positioning, this latest creative work from BJL uses finger characters to play out comedy real slice-of-life moments. As well as being a reference to the way fingers play with touchscreen devices, ‘Have more fun with your fingers’ supports Betfred.com’s focus on entertainment value when it comes to engaging with their products.

Tom Richards, Creative Director at BJL, said of the campaign:

“Challenged with bringing Betfred.com’s fun and friendly positioning to life for the mobile casino and slots products, we wanted to come up with something that brought a human element to mobile gaming, contrasting with the genre of hyper-slick CG films while reminding people that smartphones would be nothing without fingers. Our ‘fun fingers’ approach does just that, tapping into relatable, real-life situations at times when we could all do with some Betfred.com fun.”

Chris Sheffield at Betfred.com added:

“With a large number of mobile gaming products in the market, differentiation is a key challenge; which is where we feel the ‘Have more fun with your fingers’ campaign gives us the opportunity to standout and make a connection with our target audience – replaying those classic moments in life when you wish you could escape and be doing something else.”