William Hill Launches World Cup 2014 Campaign

"Make Every Moment Matter" is the new tagline associated with William Hill's new Brazil World Cup 2014 campaign. The 30-second ad aired for the first time on Wednesday on ITV during the pre-World Cup friendly between England and Ecuador. It makes viewers aware of the betting options available during in-play as well as the final. According to The Drum, Alex O'Shaughnessy, director of marketing for William Hill Online, said: "We worked with Creature at every stage and we had input into the creative work. We saw Creature as partners in the creation of this ad. “We are focusing a lot of our communications now specifically around our customers – talking much more distinctly about product benefits, but doing it in a way that can occupy much more of an emotional space, while historically we have been very rational and serious. “As we look at the emergence of social media in particular – we are moving into a sphere now where we have to be more invitational than directional. “We operate in a very competitive market, particularly online with the emergence of mobile, and must work harder to ensure we are creating an experience that our customers enjoy and through that enjoyment we can retain as many of them as possible.”