Adrian J Cotterill, Editor-in-Chief
William Hill, one of the world’s leading betting and gaming companies, has this week launched its first ever digital out of home campaign to promote its partnership with its new brand ambassador, the unified world heavyweight champion boxer Anthony Joshua OBE.
Andy May, Global Brand and Marketing Director at William Hill said ”William Hill is delighted to be an Official Partner of Anthony Joshua and we wanted to communicate this widely using some iconic imagery of the unified heavyweight champion of the world. The digital OOH campaign has generated great awareness of the partnership with AJ and of his big fight on Saturday which we know will be a massive betting event for our customers.”
The British sporting icon recently signed an initial one-year deal with William Hill to become its global brand ambassador, representing the bookmaker and featuring in marketing campaigns over the next year and beyond.
The campaign, devised by Posterscope together with Vizeum, launches as Anthony Joshua readies himself for his bout against Alexander Povetkin on September 22, 2018 when he will defend his WBA, WBO, IBF and IBO world titles in front of 90,000 fans at Wembley Stadium.
Mike Skene, Client Strategy Director at Posterscope told us “William Hill wanted a knock out campaign to support Anthony Joshua in his title defense this weekend and the high impact digital OOH locations and environments we’ve selected provide the perfect canvas to do this. We are always excited to bring a new client to digital out of home, especially when they are so open to capitalising on all its capabilities, and we are delighted to be able to play our part in supporting our world champion.”
Devised to build excitement and anticipation in the build up to the fight, the creative executions feature footage and imagery of Joshua alongside a live countdown timer until main event. The campaign appears on some of London’s most iconic and desirable OOOH with full motion capabilities including London’s Waterloo, Euston and London Bridge stations as well as on Transvision and other rail digital 6 sheets in high footfall environments.
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