William Hill has introduced its newest offering for the horse racing segment, called Racing Bet Builder, with the assistance of Northern agency SUPERSONIC. The initiative aims to allow bettors to “See racing from a new angle” and builds upon the agency’s ongoing partnership with the bookmaker, which has previously yielded successful campaigns for events like the Cheltenham Festival and the William Hill Vegas brand.
Ben Bateson, creative director at SUPERSONIC, expressed his enthusiasm for the project, stating, “This was one of those ‘pinch me’ briefs. Launching one of the UK’s most recognized betting brands’ latest product, Racing Bet Builder, is a significant advancement for the racing industry. We sought a brand platform that felt as monumental and impactful as the product itself. The feature that allows bettors to build their wagers within the same race and adjust their odds offers racing fans a fresh perspective, and we embraced that concept wholeheartedly, creating a campaign that diverges from traditional horse racing advertising.”
Ryan Bennett, Senior Brand Manager at William Hill, emphasized the innovative nature of Racing Bet Builder, declaring it marks a new era for wagering enthusiasts and the William Hill brand. He noted that the collaboration with SUPERSONIC provided a creative foundation that will resonate across the entire company. “We aimed for something that broke away from conventional racing advertisements, and SUPERSONIC definitely delivered on that front. We’re incredibly excited to see the campaign go live and allow fans to experience racing in a novel way,” he remarked.
The promotional campaign will be showcased through various channels, including television in the UK and Ireland, out-of-home (OOH) advertising, in-store displays, digital platforms, and social media. SUPERSONIC, a creative agency based in Leeds and Manchester, prides itself on delivering “Ideas at the speed of right.”
