The Betfair Front Room is a microcosm of the Betfair exchange.We cast 5 genuine, betting football fans, and then filmed them – unscripted – every week through the football season.We visit The Front Room ‘as live’ and see the guys disagreeing with each other about anything and everything to do with football, taking the mick out of each other and settling their differences by shaking on a bet.A multi-platform creative vehicle, The Front Room is driven by the contrasting personalities of 5 different football punters, and their ongoing one-upmanship and betting.Delivered through weekly instalments on TV, spots were bought around content our audience were watching anyway – key football games on Sky Sports and ITV.And we continued the narrative online, with daily film content on a campaign microsite, and our 5 fans blogging and tweeting about their bets and the week’s events.

Since the start of the campaigns, 46,000 new customers have joined Betfair and bet on football.Overall acquisitions are up 50% compared to the same period last year.On one big footballing weekend that the Front Room was on air, the highest number of new customers ever outside of a major tournament signed up to Betfair.And as an unexpected bonus, with its 3 millionth customer signing up during the campaign, Betfair became the world’s biggest betting community.The 5 fans have become local celebrities in their own communities, recognised by other fans at the game, and even interviewed by local newspapers.