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Betfair has a catchy new mnemonic to push in the run-up to the Cheltenham Festival in March. WCRS created the campaign, which spans TV, digital and press channels. The TV ad opens on a remote racetrack where three gamblers watch horses drive rally cars. The spot hammers home the message that it is easy to use Betfair on mobiles with its "tap tap boom" mnemonic. It ends with the strapline: "This is play." The work was created by Orlando Warner and Joe Miller, and directed by Brent Bonacorso through Papaya. Media is handled by Arena.