BRIEF AND APPROACH
THE CHALLENGE
Show the nation that Betfair casino offers the chance to win something for nothing and establish that the Casino Prize Pinball game is a free route to BIG rewards.
OUR SUPER-CHARGED RESPONSE
Working with the creative platform ‘You Don’t Get Owt for Nowt’, we created a content-rich campaign that created many earned media stories. The campaign started by establishing the most sceptical city in the UK. Manchester claimed that accolade and we then created the world’s most rewarding shed!
Inside the shed was an arcade-style interior to reflect the Prize Pinball game complete with branding. Passers-by were told they could ‘win free money’ by Betfair’s advertising star, Brett Flair and their sceptical reactions were filmed for vox pops and online content following the media campaign.
We secured two national media exclusives to kick-start the campaign, before targeting the regions. We then used the data collected from the Shed event to ‘prove’ that Manchester was the most sceptical, due to the number of people who didn’t believe adding further legs to the story.
7
pieces of national coverage
including Sun, Mirror and Express!
35%
of coverage included a link
to the Betfair Casino website
SUPER-CHARGE MOMENT
Blanket coverage across Manchester, the target city, securing a total reach of over 417m in just one week!
“Democracy has 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 Rosbottom, Senior PR Manager, Betfair