Unveiling of The Pools' promotional video series titled 'True Originals' advertising campaign
The Pools Unveil "True Originals" Rebranding Campaign
The Pools, a storied name in British football culture, is making a comeback with its new rebranding campaign, "True Originals." This ambitious initiative aims to reconnect the historic football pools brand with a new, younger generation of football fans, blending nostalgia with modern digital engagement.
Jack Wyllie, Client Services Director at Tomorrow, expressed his pride in working with The Pools on this project, stating that the goal is to reposition the brand and drive performance among a new generation of Pools players. The campaign is designed to revitalize The Pools' image and ensure its future relevance, particularly after facing financial losses and challenges following the National Lottery launch in 1994.
The heart of the campaign is a 30-second TV and video-on-demand advert that showcases a modern football fan discovering his father's memorabilia, including an old Pools slip, and then connecting that heritage to the latest smartphone app version of The Pools. This symbolizes the brand's ability to bridge generations.
The campaign targets platforms like non-linear TV, YouTube, and social media, aiming to engage a digital-native audience by combining iconic brand values with modern accessibility. The CEO, James Arnold, emphasized the importance of celebrating The Pools’ historical significance while reimagining it as a "modern entertainment platform" and a brand that embraces a "digital-first customer base."
The creative for "True Originals" taps into the zeitgeist for retro trends and positions The Pools as a true original, according to Hugh Johnson, Director, Global Client Partnerships at Amigo Partnership. The Pools' recent upgraded online presence is powered by Gaming Innovation Group (GiG Software Plc), and the campaign was delivered in collaboration with London-based creative agency Amigo Partnership.
Customers can now choose their preferred game and set their monthly spend level (£10, £15, £20) as part of the digital reinvention of 'Classic Pools' and other pools games, now offered as a digital membership. Exclusive member benefits include Free-To-Play games and free bets.
The "True Originals" campaign follows the launch of the 'The Parents' out-of-home and radio campaign in February. The new TV and video on demand advertising campaign will be shown on non-linear TV, YouTube, and social media platforms across the UK.
In summary, "True Originals" leverages The Pools' century-long legacy to evoke emotional and cultural resonance with football fans, while updating the brand experience to appeal to younger, tech-savvy users through app-based and digital content engagement. This approach is designed to sustain the brand's relevance and foster a renewed connection with new generations of football enthusiasts.
Sports and football are at the heart of The Pools' "True Originals" rebranding campaign, which aims to reconnect the historic football pools brand with a new, younger generation of football fans. The 30-second TV and video-on-demand advert showcases a modern football fan discovering his father's memorabilia, including an old Pools slip, and then connecting that heritage to the latest smartphone app version of The Pools, symbolizing the brand's ability to bridge generations.
