Brexit Trolling

With rounds of negotiations and painstaking debates across the pond, Paddy Power took inspiration, and advantage, of a very topical conversation and the perfect opportunity to back the boys in green. Headline-driven executions featured playful jabs like “No stopping this backstop”, “Beating you at your own game (Literally)” and “Odd’s on an ‘Exit’ this year – 1/2”

With multiple Brexit-toned digs in the form of a fully integrated campaign – OOH, Press, Social, we hijacked the rugby conversation. This even extended to a ‘Paddy Power Passport Office’ – an experiential pop up created to poke fun at the record-breaking Irish passport applications from the UK in the light of Brexit. The fully integrated campaign had over 50,000 engagements – and the brand had more mentions that weekend across social media platforms – beating Guinness, a 6 Nations Sponsor.

Activity included:

OOH (4 different executions)

Press advertising in broadsheets and redtops

Social – Facebook, Twitter


Earned media coverage including features in The Sun, The Irish Post,,, and Irish Central in the USA.

17.6m Online Readership

55.1k Estimated Coverage Review.

21k Social Shares.


Twitter = 14,796

Facebook = 20,300

Instagram = 19,614

Total Engagements = 54,710