The goal of the campaign was to enhance the credibility of Paddy Power as a brand around key periods such as Cheltenham, Ireland football games, major horse racing festivals, and key football weekends, all key business periods for Paddy Power.
The aim was to show Paddy Power as a sophisticated gambling platform, and not just the cheeky /stunt-led brand that many Irish consumers see them as. The campaign was to be about excellent content allowing Paddy Power to move into a space of being known for quality information.
The campaign ran over the 12 months of 2017. We delivered a total of 30 Native pieces, a combination of planned and reactive pieces. Formats varied from articles, to quizzes, to video and Facebook Lives. Sports covered included racing, GAA, soccer, rugby and golf.
The content was fun and light in tone but also aimed to provide a useful service to our readership with Paddy Power bringing obvious expertise and insight. The content promoted Paddy Power’s credibility while also keeping the brand top of mind around key sporting periods.