Ladbrokes: Game on! How Ladbrokes harnessed the power of excitement to affect a rapid change in their fortunes

Chris Baker and Simon James

In 2011, Ladbrokes, the UK betting and gaming services group, faced declining profits as it lagged behind the rapidly evolving wider industry.

Ladbrokes: Game on! How Ladbrokes harnessed the power of excitement to affect a rapid change in their fortunes

Principal authors: Chris Baker and Simon James, SapientNitro

This is the story of how a 125-year-old company remembered what really mattered to its customers – a desire for excitement born of a passion for sports – to rapidly drive brand reappraisal and business metrics.

A story that shows the best place to deliver excitement is through live advertising. And that effective communications can be the differentiator in a commoditised sector.

Inside the first 20 weeks of the campaign it has already...

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