We conceived and produced a series of truly viral films that ensured maximum impact for the campaign and it’s website. The first was a populist comedy telling the story of a match that falls apart because there is no referee. It featured a celebrity cast – including a cameo role for England coach Fabio Capello – carefully selected to appeal to football fans and the wider viewing public.

This launch film was followed by two harder hitting executions featuring Hollywood star Ray Winston.

Each of the films achieved huge media impact including showings on main BBC and ITV news programmes and widespread national press coverage. Combined views online approached 20 million. The campaign recently received a coveted Sports Industry Awards prize for it’s PR impact.

Beverley Ward of The FA commented: 'Contentment is the first viral production agency The FA has worked with and they have been first class. The people are lovely, the process from briefing to script to production has been easy and the end result has been fantastically well received, both internally and by our consumers.
The Times rated the viral a masterpiece - what more could we say?'

We instigated an extensive casting process and found five loudmouthed, passionate, funny football fans who were to become familiar faces to armchair viewers of the 2009/10 season. We filmed fortnightly in the Betfair Front Room and produced over 60 TV commercials and over 80 pieces of online content in 8 months through our commercials production arm Hotspur & Argyle.

The business objectives set out by Betfair were easily surpassed with overall acquisitions up by 50% and the highest number of new sign-ups ever outside of a major football tournament. Betfair also topped three million customers during the campaign, becoming the World’s Biggest Betting Community.