Littlewoods Football Pools

The objective of the campaign was to communicate the rebranding of Littlewoods Pools, and introduce the new Footy 15 and Premier 10 online games to new and existing players.

The core target audience were identified as football fans (with a male bias) between the ages of 18-35, passionate about the sport rather than passionate about gambling. We concentrated on advertising in 'football heartland' regions, Central, Granada and Tyne Tees, at the start of the new football season. Across the regions we wanted to create an integrated story across a range of media to reach everyone from office worker to builder along the way. The media choice of regional press (sports pages) & radio, outdoor and inserts enabled us to create a medium-heavyweight campaign in the main city centres.

This campaign served as a thorough regional re-launch of a heritage product, and brought TNFP back into the minds of those that had previously played The Littlewoods Pools, as well as increased registrations of new players.