Talk us through your partnership with Shaun Wallace – it's quite a 'different' one, so how did the idea come about?
We wanted a face for Smarter Gambling everyone could relate to. That means no ex-pro punter, no tipster type, they had to be well known. In the UK, Shaun's certainly very well-known and a hugely popular figure. Throughout his whole career, first at the Bar and then on The Chase, he’s built a reputation for his intelligence, preparation and discipline and that's a much better fit for what we're trying to say about gambling than another betting personality would be. Once we landed on that idea, there wasn't really anyone else on the list.
What was Shaun like to work with in arranging the deal?
Brilliant. Incredibly professional, easy to work with.
What exactly does "Head of Smarter Gambling" mean? We can see the responsible gambling angle, but tell us more...
It's a bit broader than a straightforward responsible gambling ambassador role, though that's definitely part of it. Shaun's fronting the idea that smarter gambling is about betting with better information.
We wanted something that first of all wasn’t annoying (like so many ads these days can be), had an element of humour involved, but crucially got across our key messaging in that Gambling.com is the home of Smarter Gambling
Understanding odds, knowing when a price is actually worth taking, using tools like comparison and verified reviews instead of just guessing. He's there to model the mindset of someone who thinks before they act, which is good for players and good for us building something people trust long term.
How did the advert come about in terms of ideas, storyboards and were there any funny outtakes? Especially with the chap in the loo!
The concept went through a fair few storyboard rounds before we landed on the one below. We wanted something that first of all wasn’t annoying (like so many ads these days can be), had an element of humour involved, but crucially got across our key messaging in that Gambling.com is the home of Smarter Gambling. I think throughout the various scenes we got that message across well.
Finally, what are you aiming for in terms of an ROI here?
I wouldn’t be able to share any specifics on ROI’s, but I can say we’re working on exciting ideas at present that seek to place Gambling.com at the forefront of consumer minds when they’re thinking about placing a bet; claiming a new customer offer or trying out a new online casino game.