Proposed brand renewal and media campaign on behalf of Hackett's Bookmakers.

1. Hacketts Bookmakers
Brand Renewal and Media
Campaign

2. The Challenge
Where they are now?
❖ Established 50 years ago – 1965.
❖ 28 Branches, 2 On-Course Offices, Telebetting service.
❖ Old-fashioned brand, No Online Betting Platform.
❖ Tagline - ‘Ireland’s Largest Independent Bookmaker’
❖ Slowly dying out. More innovative gambling companies
taking over.

3. Current Website

4. Where do we want to be?
❖ Regain market share in the core betting
markets.
❖ Improve the customer experience through
innovative technology.
❖ Attract new customers by rebranding Hacketts
for a modern audience.
Objectives

5. How do we get there?
❖ Differentiating from the main players in the market -
William Hill, Paddy Power, Boylesports, Ladbrokes etc.
❖ Focusing our offering to our core competency -
horse-racing.
❖ Refining the customer experience by launching a web
and mobile app.
❖ Re-launching the Hacketts brand through a magazine
advertising campaign.
Our Strategy

6. ❖ 30 - 55 year old males
❖ White-collar professionals, intelligent, with large disposable
income
❖ ABC and stretching into D consumer groups (Acorn
Classification)
❖ Enjoys betting, not gambling
❖ Likes researching and betting on horse-racing - odds, form,
jockeys, etc. - sees it as less risky
❖ Not interested in risky gambling or novelty bets e.g. football,
politics etc.
Target Market

7. ❖ James
❖ 28
❖ Office Worker in the City
❖ Commutes Via: Luas/Bus
❖ Media: LinkedIn, Online News, GQ
Magazine
❖ Follows Most Sports & Bets
Socially
Buyer Personas

8. Buyer Personas
❖ Gerard
❖ 48
❖ Wife and Children
❖ Works in a business park on the
Outskirts of the City.
❖ Drives to Work
❖ Media: Newstalk, RTE, Irish Times
(Print)
❖ Bets as a Hobby. Time away from
wife and young children.

9. Industry Research
❖ The value of the global gambling market is currently
estimated at €44 Billion.
❖ Online Gambling has revolutionised the way people bet.
❖ It’s estimated that by 2018, there will be 164 million
people will gamble via their mobile or tablet devices.
❖ Convenience and mobility are the driving forces of this
rapid increase.

10. Competitor Research
❖ Main companies use
bright colours, and
general trend to ‘fun’
aspect aimed at mass
market
❖ Paddy Power renowned
for their guerilla
marketing and
controversy
❖ Ladbrokes attempt to
tap into ‘lad’ culture.
❖ Mostly price based
competition

11. Competitor Brands

12. Competitor Advertising

13. Marketing Plan
❖ Distinguish from competitors by focusing on the ‘vintage’
value of our brand in advertising.
• Classic black and white style
• 50 Year Anniversary
• Appeal to our target market by positioning Hacketts as
an aspirational brand.
❖ Launch betting app tailored to the horse racing markets -
our key Customer Value Proposition.

14. Logo Development

15. Logo Mock Ups

16. Logo Development

17. Colour Testing

18. Tagline Progression
• Distinctly Refined
• Be The Front Runner
• Get Ahead of The Pack
• Not For Gamblers
• Risk. Experience. Adventure.
• Anywhere, Anytime, Anyone.
• Be there, from anywhere.
❖ Be There, Anywhere.

19. Font
Hacketts Logo - Romande ADF Style - Serif
Advert text - Montserrat - Sans Serif
Final Logo

20. Hacketts App

21. Advertising Campaign
❖ Strategy
■ Magazine advertising series
■ Full Page - Inside Cover, Back Cover etc.
■ GQ, Esquire, Maxim - ‘upmarket’ publications
❖ Images
■ Vintage styling, classic male look
■ Key Concept: Remote betting through the app, you can
bet while maintaining your busy lifestyle i.e. ‘Be There.
Anywhere.’
■ Use ‘50 Years’ anniversary to convey the authority of
the brand.

22. Advertising Campaign
❖ Goals
■ Stimulate demand for new app
■ Re-position brand for our target market
■ Increase overall revenue of the company
❖ Key Performance Indicators of the campaign
■ No of App Downloads
■ % of Revenue from App

23. Initial Sketches

24. Initial Sketches

25. Stock Image Mock-Ups

26. Original Image Mock-Ups

27. Environmental Shots

33. The Pitch
Tagline
Call To
Action
Credibility/
Heritage
Hint of
Red

34. Magazine

35. Magazine

36. Magazine