Ladbrokes drafts in Kaper for royal baby betting project

Ladbrokes has appointed Kaper to design a campaign based on the bookmakers' betting odds around the upcoming birth of the Duchess Of Cambridge's second baby.

Ladbrokes drafts in Kaper for royal baby betting project

The agency won the work following a pitch. The novelty betting project, which includes odds on the sex of the baby and its name, aims to boost Ladbrokes' profile in national consumer press and drive social media.
So far punters are evenly split on the sex of the baby, but girls have the edge in the name stakes, with Elizabeth and Charlotte both heading the market at 5/1. Big money wins are up for grabs if the Duchess gives birth to quads or names her second-born Wayne – both offering odds of 500/1.  
Jessica Bridge, PR executive at Ladbrokes, said: "Kaper showed standout creativity in its pitch, offering us something unique and fresh.  The birth of Prince George in 2013 was easily the biggest novelty betting event of the year, and history looks set to repeat itself when he’s joined by a little brother or sister next month."
Chris McCafferty, founder of Kaper, added: "Ladbrokes is the most recognised betting brand in the UK, so we’re excited to be working with it. We know the nation loves a flutter on the royals and Ladbrokes is perfectly placed to be part of the conversation."

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