To increase Ladbroke’s word of mouth during the World Cup.


This was part of the ‘Ladbrokes Life’ campaign which told the story of five lads (The Believer, Generous John, Mr. Brightside, The Professor and The Gut Truster), who represent Ladbroke’s online customers. The campaign was brought to life with Beer Mats and Pint Glasses and both formats had copy dedicated to each character. This allowed our Pub & Bar drinkers to identify which character themselves and their mates were most like over their match pints which created talkability over the World Cup period.