Paddy Power Text Betting Launch
With their new text betting service ready for launch, Paddy Power asked us to raise interest among their existing customers, to get new customers on board to try it and at the same time foster a closer affinity with the brand.
Paddy Power’s target audience love sport and get a real thrill from having a stake in the outcome. At work, at the pub, with mates or at the ground, the banter and the chat is all part of the experience. Our cheeky little campaign tapped into this mischievous mindset, whilst communicating the benefits of this great new service.
You can’t always find a betting shop when you want one, they don’t always have 3G, and betting over the phone can be clumsy and slow... bring on text betting, thank you very much Paddy Power.
Using major events like the Euros, Wimbledon and Cheltenham, we positioned the service as the fastest/easiest way to bet and incentivised punters to try it, all with a dash of Paddy Power playfulness.
The response was overwhelmingly positive. Over 800 new customers signed up thanks to our Cheltenham Festival ad – on the first day alone! The campaign was quickly rolled out ‘in store’ nationwide.