BRIEF AND APPROACH
THE CHALLENGE
Drive awareness among existing and new customers of a new betting format that pays out full winnings at ninety minutes, regardless of what happens in extra time. The task was to land this mechanic with core football audiences to generate mass awareness
OUR SUPER-CHARGED RESPONSE
Using a data-led approach, we tapped into a long-running football debate about which fans are the worst for leaving early. Our results revealed two fanbases most likely to head for the exits before the final whistle: Manchester United and Arsenal.
This rivalry gave us a clear and newsworthy hook that allowed us to maximise attention ahead of this fixture and spotlight the new betting format, sparking conversation among core supporters online.
We activated around the match by rewarding fans who left before ninety minutes. A branded double-decker bus created a culturally relevant moment that showcased the product, with Betfair ambassador and former Manchester United player Dimitar Berbatov welcoming early leavers and taking them to a surprise location to reward them.
Delivering a hero content moment that was pushed out across social and press, giving the story immediate traction. A follow-up media campaign amplified it even further, driving significant online attention and securing widespread tabloid and radio coverage. Widening visibility far beyond the stunt itself and strengthening the overall understanding of the ninety-minute payout
+758M
pieces of coverage
nationally, regionally and locally
908M+
reach
across the entire campaign
SUPER-CHARGE MOMENT
Led by ex-Manchester United player Dimitar Berbatov, our fully branded double-decker bus became a head-turning, high-impact visual as it drove through the streets of London
“Democracy have delivered events and stunts for us over the last year. We are always confident with the accuracy of the planning and execution and can trust that the events and stunts deliver not only creative excellence but actually drive results.”
Sam Romsbottom, Senior PR Manager, BetFair