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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

Experiential

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

17.6m Online Readership

55.1k Estimated Coverage Review.

21k Social Shares.

5.65k Retweets.

Twitter = 14,796

Facebook = 20,300

Instagram = 19,614

Total Engagements = 54,710