Betfred’s customer base skewed heavily towards the North, with the South East lagging in both average users and first-time deposits. The aim was to develop a campaign to drive brand consideration specifically in the South-East.

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BBJ&K ran a hyper-local campaign to test whether high impact awareness activity in a selected region could drive an increase in brand consideration. To ensure the campaign reached the people most likely to convert, we conducted detailed analysis of competitor sites and app usage. This allowed us to understand who was actively engaging with other competitor brands, behaviours and high marketshare potential. The final plan included a range of channels included CTV, Digital Audio, DOOH and Display.

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All channels beat performance benchmarks, including 95% CTV VTR and 98% Audio Listen-Through Rate. A targeted regional brand investment, grounded in competitor behaviour analysis, drove meaningful gains in audience size, engagement and long-term growth potential.

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