Neds Revives ‘Take It to the Neds Level’ Campaign

Ben H / April 4, 2022 / 3 min read

Neds, the Entain-owned Australian betting operator, has decided to revive the hugely popular ‘Take it to the Neds Level’ campaign. The bookmaker has partnered with creative agency The Monkeys and has returned to the brand campaign that was very well received when it launched two years ago.

The Sky is the Limit for Neds

The goal of the ‘Take it to the Neds Level’ campaign is to tell the punter that Neds can offer sports betting products and promotions that competitors can’t and elevate punters’ wagering experience.

The highlight of the campaign is the Ivan Grbovic-directed 60-second advertisement. In it, a bettor wins a horse racing wager. As soon as he gets the notification of his big win, the punter is uplifted by his betting triumph. He is launched up and as he goes through each floor, he discovers a myriad of sports betting markets and promos that are on offer at Neds.

He witnesses footy fans going crazy after their team scores the winning goal and crashes a prize-winning greyhound’s luxury apartment. The bettor also goes through the Octagon and interrupts a UFC-style fight club and, in the next scene, travels through a packed-full trophy room on the top floor of his building.

At the end of the 60-second spot, we realize that no force will stop the bettor from ascending into space, and that seems to be the message that the ‘Take it to the Neds Level’ campaign is trying to send.

Next-Generation Wagering

The Neds’ brand campaign will be broadcast on TV, Broadcaster Video on Demand services, as well as radio. It will also be rolled out online – on digital and social media platforms.

James Burnett, Entain’s chief marketing officer in Australia, said that Neds’ bettors loved sport and racing and were always looking to get the latest in sports betting technology. With the revitalized brand campaign, Neds told punters that it was the company’s goal to bring punters “the greatest online wagering has to offer.”

Connor Beaver, The Monkeys’ creative director, said that there was a strong innovative force that propelled the Neds brand and that it was at the core of its business to launch new products and services.

He added that the main idea of the campaign was to capture the next-generation betting feeling and inform punters of the elevated experience they have come to expect from the bookmaker.

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Ben H
Ben Harris is the Communications Manager for KRUZEY, an AFL expert, and writer. He has one daughter that he loves dearly and three children's books... [Read full bio]

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