Paddy Power had a problem. How could they reach a mass market audience by talking about a niche sport (the Cheltenham racing festival) when every other betting brand will be vying for their attention?
The answer? Go right down deep into our national hatred. You see, Irish horses, jockeys and trainers dominate Cheltenham, and the fact that we batter the English is the cherry on top.
Our idea was simple: Cheltenham’s Coming Home. Support the Irish as they win big on our oldest foe’s turf. We did that by recruiting Ireland’s Dad, Colm Meaney, to deliver a stirring call to arms, reminding Irish fans of the many, many times the English have wronged us. From claiming Saoirse, Katie and Niall as their own to the fact we’re delegated the worst parts of their airports, no stone was left unturned as Meaney marched down the Cheltenham track, accompanied by the best of Ireland in tow.
The results? Aside from a lot of arguments in pubs, taxis and living rooms about the acceptability of beans in frys, it achieved:
10m online views
5% volume growth in target consumer base & in brand recall
PP’s most successful Irish ad ever based on social engagement with 20k Facebook likes
A huge amount of PR, notably days of debate on The Ryan Tubridy Show and being critically reviewed by Ireland’s top film critic (Donald Clarke of The Irish Times).