Today, the holy grail for brands is cultural relevance. Telling stories that ingratiate your brand in culture, so that you become a part of it too, deepening your relevance and connecting more meaningfully with your consumers.
Paddy Power is a brand that has built itself on being part of the sports banter, being talked about and shared. But this doesn’t mean a brief is easy. And, it can be more difficult when they want to see if they can drive cultural relevance outside sports. And so, the Pope’s Visit to Ireland represented an opportunity to us to see if we could do this.
We knew directly slagging the Pope and the church was an easy target. Too easy. Instead, we wanted to poke fun at our own relationship with the Church. Introducing the Paddy Power Drive Thru Confession Box. Helping repent decades of sins in seconds, a stone’s throw from the site of the Papal Mass. A 40-foot high confessional using the latest in drive-thru technology got a lot of attention from drivers, with a traffic jam starting as a queue formed to get to confession. A Paddy Power approved member of clergy was there to hear the hundreds of pent up sins, with a variety of penances given.
We ignited conversation and debate beyond Paddy Power fans. Coverage came from all over the world, with press coverage in broadsheets that included The Washington Post, The Times, Sydney Morning Herald, Newsweek, USA Today and The Guardian. Additional coverage followed in The Mirror, The Sun, Metro UK, The Irish Post, MSN, etc.
We also featured in TV on BBC1 The One Show, a show which attracts more than 5 million viewers every day.
There was not a single penny of paid media investment in this initiative – the budget focused on the experiential build.
TV & Radio Coverage:
The One Show feature (5 million viewers)
TV3 Elaine Show
Radio Nova News Interview
Full list of press coverage follows:
The Washington Post
Irish Central news sites (USA)
Chron Houston (USA)
News Centre Maine (USA)
AJC News Atlanta (USA)
WSB TV 2 Atlanta & Florida (USA)
Dayton Daily News Ohio (USA)
Journal News Ohio (USA)
National Post (Canada)
Vancouver Sun (Canada)
MSN News (UK)