In the highly crowded world of sports betting socials, William Hill wanted their content to add to the culture around sport not get lost in the same old topics and memes. Our goal was to fuel debate with insights, big hitting interviews and knowledgeable expert discussion.
Finding the heart
To define the future, we looked back. Looking at what had made William Hill part of the sporting establishment. We worked with the senior leadership team, to identify a tone and visual identity that would allow them to stand out in feeds – with the aim of building content feeds full of engaging, high quality content. This was distilled down into a simple vision statement:
William Hill, The Modern Voice of Authority in Sport.
Bringing the life
We pulled together months of creative development into a content playbook to inspire and support the internal team and agency partners in the creation of content across William Hill’s digital ecosystem.
We reinvigorated the existing William Hill visual brand elements. Remixing them to create a modern editorial visual language that had flexibility designed into the templates.
All aspects of motion graphics for video content were templated to create a house style across all rich media content, including lower thirds, transitions, subtitles.
Making it thrive
Building on the new visual language, tone of voice and content strategy was a need to create some strong branded content ‘franchises’. These would allow the business to have a role in sport culture.
The flagship show ‘Up Front with Simon Jordan’ was developed, with Cravens consulting on the visual treatment and feel of the show. Visual identity, motion graphics, marketing, talent photography all codified in a playbook for the production partner.
Up Front instantly became the most watched and listened to Sports Podcast in the UK and we’ve just finished developing the treatment for the follow up show ‘Three Up Front’ (Simon is joined by Troy Deeny and Graeme Souness). The ATL campaign to promote the launch episodes could be seen across London Tube OOH sites and national press.
William Hill Inside Track
Inside track is a new series in which hot Kate Tracey and The Winners Enclosure’s James Mackie are joined by a special guest each week to discuss the big stories surroundings the world of horse racing in the lead up to the Cheltenham Festival.
The Impact
