As its official brand ambassador for the next two years, the Frenchman will be at the forefront of William Hill’s new above the line (ATL) campaign, as well as its online, digital and social advertising across the UK and Republic of Ireland, as the bookmaker implements a more disruptive and distinctive marketing strategy.
Creatives featuring Cantona will also be seen at several of William Hill’s flagship out-of-home sites across the UK and Ireland. From North London bottling plants to the open sea, ‘Who You Got?’ will show ‘The King’ as never seen before to emphasise the intriguing nature of the campaign.
The campaign adds a new element to the bookmaker’s ‘Brotherhood’ brand position by executing a bolder creative designed to spark football conversations within both betting and non-betting scenarios.
Soundtracked by Rudimental’s ‘Feel the Love’ and inspired by Cantona’s distinctive personality on and off the pitch, the main feature blends a mix of realism and surrealism, as well as fantasy and reality, to build anticipation ahead of the new season.
The campaign, which kicks-off on 2nd August, will incorporate a number of innovative marketing features to generate excitement around the marquee moments in the sporting calendar and drive engagement around the brand’s ‘EPIC Value’ products through the season.
Alexis Zamboglou, Managing Director, UK & Ireland at William Hill, said: “The start of the new football season is a huge moment in the country’s sporting calendar, with demand at its peak and hopes and dreams alive as fans and punters alike begin to engross themselves with the most popular sport in the UK and Ireland all over again".
“In order to meet this immense demand, we are making a real splash with our new football season campaign, ‘Who You Got?’, which will be headed by one of the footballing greats in Eric Cantona".
“When it comes to iconic footballing personalities, few in history can rival Cantona. Boasting a unique mix of charisma, humour and provocation, Eric is the perfect fit to front our distinctive campaign.”
Source: GMB
