Ladbrokes Launches Campaign to Advertise Mates Mode

Michael Kruse / 27 April 2022

Ladbrokes Australia has launched an exciting new feature called Mates Mode where you can interact with your mates and place bets together. To promote the exciting new feature, the bookmaker has asked its partner for the hugely successful Ladbroke It Together campaign, advertising agency The Monkeys, to create a series of ads about Mates Mode.

Bet and Interact with Your Mates

The idea of the nationwide advertising campaign is to inform punters that the Ladbrokes mobile app has all the features they need to bet on sports and experience the fun and excitement of sports wagering together with their mates.

The Mates Mode ad presents Ladbrokes Australia as the first bookmaker in the country to allow bettors to interact with their friends while placing bets, saying that punters can chat, share stats and tips, as well as start separate betting pots.

James Burnett, Entain Australia’s chief marketing officer, said that they were thrilled to offer the new feature, Mates Mode, to all Ladbrokes punters. He emphasized that betting was all about “experiencing racing and sports with mates” so they decided to mirror that in Mates Mode. Burnett added that he hoped that their new best-in-class product would leave bettors smiling.

Set to the Tune of ‘Thank You for Being a Friend’

The campaign is accompanied by the song ‘Thank You for Being a Friend,’ the tune that the classic Golden Girls sitcom was set to.

The video that was directed by Benji Weinstein shows four literally inseparable mates. They do everything together, from picking a winning bet to dancing together at their mate’s wedding and skydiving.

According to Ladbrokes, the idea was to promote the “fun, endearment” and “downright hilarity” of “true mateship,” concluding that things were more fun when you did them together with your mates.

The campaign will debut on broadcast television, radio, BVOD, online, digital, and social media.

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Michael Kruse
Michael loves all things all horse racing and has been in the game for quite some time. His knowledge in the betting space is second... [Read full bio]

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