Betting and gambling brand Ladbrokes is the brand which has achieved the highest uplift in its Ad Awareness score during July in Australia.

The rise coincides with their ‘Back Yourself’ campaign, the new brand positioning created for the online bookmarker. The series of ads show people watching sports like rugby, basketball and horseracing, while showcasing the excitement of betting on their favourite games.

 The campaign was creative by agency RUMBLE. James Burchill, Creative Partner at Rumble commented: “Ladbrokes has a very clear and confident sense of identity. The campaign steps away from category convention and the stereotype of beefy blokes in a pub. The agency and client team worked really closely to capture and express every sporting nuance through elegantly written and beautifully executed scripts, across the sports and codes Australians love.”

 YouGov BrandIndex data shows that Labrokes’ refreshing ads have captured Australian’s attention. Ladbrokes’s Ad Awareness score has risen from +21.5 to +25.8, jumping 4.3 points.