The "Bet Regret" Campaign - Year Two
The second phase of the Bet Regret campaign launched in September, which introduces a behaviour change technique encouraging people to pause and reconsider before they place a bet they may regret.
Bet Regret describes the universal feeling of remorse sports bettors often get when they make an impulsive bet – the kind of bet that bettors say they will know they will kick themselves for the moment they made it.
Targeted at the audience estimated at 2.4m young men aged 18-34 who gamble regularly on sport, mainly online, the campaign aims to drive self-reflection, as well as help their friends and partners recognise the warning signs of Bet Regret. The campaign was developed after extensive research, consultations with academic experts and several waves of focus groups with frequent sports bettors. The first phase of the campaign ran during 2019, and further information can be in 'The "Bet Regret" Campaign Year 1' tab above.
The second phase of the Bet Regret campaign launched in September, which introduces a behaviour change technique encouraging people to pause and reconsider before they place a bet they may regret. The campaign aims to target an estimated audience of 2.4m men aged 18-34 who gamble frequently on sport.
Timed to coincide with the start of the football season, the campaign includes two films featuring people who are about to place ill-considered bets. The unsuspecting gamblers are each interrupted by a wrestler, who pins them down until they agree to ‘tap out’ of their betting apps, saving them from Bet Regret.
The advice for bettors to ‘Tap Out’ is part of a strategy to encourage adoption of a specific and easy to follow behaviour of pausing before placing a bet to get the much-needed time to think.
The campaign was produced during lockdown using exceptional quarantine measures to allow physical contact with amateur wrestler Adam Kirby, who stars in the adverts. The spots, which were directed by Vince Squibb through Academy Films, ran across TV, radio, digital and supported on social by Ladbible throughout September and October 2020.
The second burst of this campaign activity ran from Febraury 2021-April 2021 across TV, radio & digital channels with the support of a talent amplification plan with Ladbible. This activity was monitored with a Tracking Study conducted by Ipsos MORI which went into field in April 2021.
All tracking study results can be viewed as part of The Synthesis Report here.
August 2021 saw the highly anticpated return of fans to football stadiums as the new season began. A key moment for our target audience - the football’s back, the fans are back, but the Bet Regret is not back. The campaign creative was updated to include a nod to the new season and this key moment, "This season, Tap Out, take a moment, avoid Bet Regret". The campaign ran across TV, radio, digital channels & OOH in football stadiums* throughout August & September 2021. The campaign activity was monitored with a Tracking Study conducted by Ipsos MORI which went into field in September 2021 with results due to be shared in October 2021.
*The OOH activity continues to run until December 2021.
‘Bet Regret - Tap Out'
The campaign assets can also be viewed here, alongside tips and tools for avoiding Bet Regret.
Research was carried out with members of the target audience at multiple points during the campaign development. This research was conducted by The Outsiders, a research agency specializing in user insight and co-creation engaging harder to reach groups. This ensured the campaign message remained relevant despite a changing environment and cast. The latest research took place in August and received positive responses across all measures demonstrating high salience, comprehension, appeal, and social currency.
As part of the GambleAware webinar series we hosted a webinar specifically focused on the launch of the new campaign. Listen back to the campaign webinar we hosted here.
GambleAware wrote to the Gambling Related Harm APPG in response to the groups’ questions about the Bet Regret campaign Tap Out. Read the letter here.