Te Pools were the True Originals, but we also remain at the forefront of modern football betting culture. True Originals


honours the very best of Te Pools, both a nostalgic nod towards Te Pools’ place in the rich history of football fandom, while also highlighting what is important to a modern football fan, where players expect a cutting-edge gaming platform and the joy and excitement that comes with that.


reach those players, we understood that non-linear TV, YouTube and social media platforms were the best places to be seen and heard. Te Pools has always been attuned to the popular mood, and gone the extra mile for our players, often quite literally! Many decades ago, that meant our staff collecting coupons from our customers’ front door. Customers built a great affinity with their collector, giving Te Pools an unrivalled level of trust and respectability. And in a modern setting, that same attitude towards giving our players – both new and old – the best possible service means connecting via social media, YouTube and streaming platforms. Once again, bringing Te Pools into peoples homes in a convenient modern way.


What does success look like in terms of campaign KPIs, brand awareness, customer acquisition, engagement, or a mix?


As with Te Parents campaign, True Originals can already be regarded as a success. In terms of engagement, brand awareness and


JAMES ARNOLD CEO Te Pools


positive reception towards the launch, we have been delighted with the results. Of the points you mention, awareness, engagement and acquisition all go hand in hand, and our major rebrand, Te Parents and True Originals campaigns have all been a success in appealing to both those customers who may not have played with Te Pools for some time, and those that may now be playing for the first time.


How does the campaign tie into your customer acquisition funnel, particularly in relation to your GiG-powered online platform?


As mentioned previously, the GiG-powered online platform has created a user-friendly customer experience which all modern players would expect. Te Pools has always been a product customers have enjoyed playing, in part due its simplicity. Our online platform offers the same clarity of concept – and True Originals exemplifies this by highlighting the links between a traditional Pools coupon and the state-of-the-art web and mobile


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