Unable to ignore past cricketing scandals, we created one of our own. The idea was simple: an English cricket captain betting against England winning The Ashes. Why? Because Betfair offered such irresistible odds on Australia. For the summer, he became a ‘Betfair Australian’. Our campaign goal was to generate enough awareness to significantly increase the number of people betting on cricket compared to the previous summer.

Lapped up by the scandal-hungry media, the ‘Betfair Australian’ campaign received 200,000+ views on YouTube and generated an estimated $1.6 million in PR value. But its real success was the increase in numbers of Australian punters who engaged with Betfair during The Ashes. Active betting increased by 55% and total revenue was up 103% on the previous summer.