Paddy Power's Text Betting Acct Goes to IF Agency

"Speed and ease" the slogan of the new campaign

This week, land and online gambling group Paddy Power chose the Altrincham, UK direct marketing agency 'if' to lead the promotion of its new text betting service and raise awareness about it among both existing and new target customers.

The message slogan is 'speed and ease' and it has been specified that the new product, which was tested with customers who either bet instore, online/via an app or over the phone, will be promoted across both national and sports media.

Its purpose, according to the company, is 'to initiate trial and repeat usage of what is arguably the fastest way to place a bet.' With this aim in mind, the company introduced and promoted enhanced prices and free bets with a focus on major sporting events such as the Premier League and high profile race meetings.

In a comment on the deal, Gemma Field, project manager at the 'if' agency, said: 'Paddy Power is an energetic brand to work with. Launching text betting over this summer of sport has been as much about entertainment as it has been about getting across how quick and easy it is to use.'

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