SlideShare uma empresa Scribd logo
1 de 3
Baixar para ler offline
Executive Summary 
With the Pope deciding to step down, Paddy Power was the fastest brand out the blocks to capitalise on the opportunity. With the potential for the first ever black Pope, Paddy Power ran a short term press campaign offering Money Back if the next Pope is black. Whilst also being the fastest bookie to market with a host of odds made available within 25 minutes, and on-going presence in St. Peter's square, the campaign generated thousands of articles worldwide reaching 170+ countries. As the solus paid-for component on the plan, press was integral in delivering the required reach, especially in communicating the all-important business driving offer. 
Background and objectives 
A large part of Paddy Power’s ‘mischief making’ mantra is about being the first to react to, and having a point of view on, popular culture and news worthy events from around the world. So when it was clear that there was to be a big story breaking out of the Vatican, we wanted to make sure we would be the first bookmaker on the scene. To fulfil both our communication and business objectives this would mean engaging both paid-for media and PR/social activity, as well as being the first bookmaker to offer odds on the next Pope. 
When it came to the paid-for activity, press was the obvious choice. As well as being an integral business driver we also knew that the story would live and breathe within press titles, making them a perfect environment for such a topical campaign. The objectives for press were simple – use our core betting titles to drive business through the offer, and use the creative message in wider titles to drive conversation and provoke reaction about the brand and topic. 
Insight and strategy 
The strategy to spread the Gospel of Pope betting over the coming weeks revolved around several campaign rules: 
1. BE QUICK: Be the first bookmaker to publish Pope betting odds 
2. KEEP MEDIA UPDATED: Deliver daily odds updates / market moves to global media 
3. STAND OUT THROUGH ADVERTISING: Plant our flag firmly in the middle of Pope betting via on brand print adverts in national media 
4. REMEMBER OUR PUNTERS: Use press titles to hit them with a heavenly Money Back Special (refund losing bets if the cardinals elect the first black Pope) 
5. GET PEOPLE TALKING: Use social to dial up updates and keep the conversation fresh 
6. TAKE IT TO THE NEXT LEVEL: Wow the world with a stunt in St Peter’s Square 
The plan 
The plan was developed to cover the three stages of the electoral process, and to ensure that PR, paid-for activity and social activity all worked in unison to amplify the effect of the campaign. 
 Phase one – the announcement 
 Phase two – the retirement 
 Phase three – the Conclave 
We already had business insights that prove how press drives offer-led direct response, so we knew how important this would be to the success of the campaign. We would have the stunt and social activity to drive additional conversation around the brand, but press was to be the main business
driver to get people actually betting on the Pope market. It would also help us to broach environments that made sure we would a) hit a core betting audience (Sun, Star, Mirror, Record) and b) cause some Paddy Power style standout by using titles not often used for the brand (Metro, City AM, Times & Guardian). 
To elevate our press activity and place our Paddy Power stamp on the campaign, we needed a typically mischievous stunt. This is where former NBA star Dennis Rodman came into the equation. What has he got to do with the Pope or an Irish bookmakers? Exactly. With his outspoken views and unique personality, he was the perfect person to drive curiosity and conversation. We sent him to Vatican Square to conduct TV interviews, wearing his Paddy Power baseball cap. This would help make our campaign newsworthy across a global audience. 
Results 
 7,514 print/online articles 
 10 billion + OTS 
 2,119 Global TV hits 
 Over 20,000 social interactions 
 20,000 bets placed 
 Versus the competition, round one went to Paddy Power as we generated 964 articles – 12% more than Ladbrokes and 24% more than William Hill 
 Dennis Rodman conducted over 50 radio and TV interviews from Vatican Square resulting in over 900 global TV hits. Together with phase one and two, this brings total global TV hits to over 2,119. 
 In addition to TV, the Rodman stunt generated 4,879 online articles referencing Dennis Rodman + Pope, of which 534 make direct audio reference to Paddy Power – however visual branding is prevalent in most of the articles. 
Client view 
‘When we decided to run an Obama-esque campaign ('YES WE VATI-CAN') offering Money Back if the next Pope is black, press was our first port of call for the paid for activity. We already knew the strength of our core titles in converting sportsbook bettors but we wanted to take this campaign further. We managed to strike a balance between core titles and commuter titles, allowing us to drive both sound business results and high levels of conversation.’ 
Michael Afflick, Brand Manager, Paddy Power
Paddy Power - Yes we Vati-can!: Case Study

Mais conteúdo relacionado

Destaque

Ke ipsos spec_poll_press_release_presentation_3rd_september_2015
Ke ipsos spec_poll_press_release_presentation_3rd_september_2015Ke ipsos spec_poll_press_release_presentation_3rd_september_2015
Ke ipsos spec_poll_press_release_presentation_3rd_september_2015The Star Newspaper
 
Teacamp_assessment_Euca_Online_EACEA_workshop
Teacamp_assessment_Euca_Online_EACEA_workshopTeacamp_assessment_Euca_Online_EACEA_workshop
Teacamp_assessment_Euca_Online_EACEA_workshopAirina Volungeviciene
 
Övergripande presentation om självmord i Sverige - Carl von Essen
Övergripande presentation om självmord i Sverige - Carl von EssenÖvergripande presentation om självmord i Sverige - Carl von Essen
Övergripande presentation om självmord i Sverige - Carl von EssenMind
 
Ala Moana The People's Park Book
Ala Moana   The People's Park BookAla Moana   The People's Park Book
Ala Moana The People's Park BookDarin Dinsmore
 
Evaluation question 05
Evaluation question 05Evaluation question 05
Evaluation question 0507HH
 
Balogh Kitti: Szövegbányászat
Balogh Kitti: SzövegbányászatBalogh Kitti: Szövegbányászat
Balogh Kitti: SzövegbányászatZoltan Varju
 
Montagna Viva, The Living Mountain: Conversing with an experiment in making (...
Montagna Viva, The Living Mountain: Conversing with an experiment in making (...Montagna Viva, The Living Mountain: Conversing with an experiment in making (...
Montagna Viva, The Living Mountain: Conversing with an experiment in making (...Brave New Alps
 
Proyecto final de las tic maestria
Proyecto final de las tic maestriaProyecto final de las tic maestria
Proyecto final de las tic maestriapetramalena
 
Produksi sapi transgenetik
Produksi sapi transgenetikProduksi sapi transgenetik
Produksi sapi transgenetikEaster Tawy
 
Technori August 2016 - Adam Tilton
Technori August 2016 - Adam Tilton Technori August 2016 - Adam Tilton
Technori August 2016 - Adam Tilton Rithmio
 
Next Generation Information Management and Enterprise Search & Discovery
Next Generation Information Management and Enterprise Search & DiscoveryNext Generation Information Management and Enterprise Search & Discovery
Next Generation Information Management and Enterprise Search & DiscoveryPaul Cleverley
 

Destaque (12)

Ke ipsos spec_poll_press_release_presentation_3rd_september_2015
Ke ipsos spec_poll_press_release_presentation_3rd_september_2015Ke ipsos spec_poll_press_release_presentation_3rd_september_2015
Ke ipsos spec_poll_press_release_presentation_3rd_september_2015
 
Teacamp_assessment_Euca_Online_EACEA_workshop
Teacamp_assessment_Euca_Online_EACEA_workshopTeacamp_assessment_Euca_Online_EACEA_workshop
Teacamp_assessment_Euca_Online_EACEA_workshop
 
Övergripande presentation om självmord i Sverige - Carl von Essen
Övergripande presentation om självmord i Sverige - Carl von EssenÖvergripande presentation om självmord i Sverige - Carl von Essen
Övergripande presentation om självmord i Sverige - Carl von Essen
 
Ala Moana The People's Park Book
Ala Moana   The People's Park BookAla Moana   The People's Park Book
Ala Moana The People's Park Book
 
Evaluation question 05
Evaluation question 05Evaluation question 05
Evaluation question 05
 
Balogh Kitti: Szövegbányászat
Balogh Kitti: SzövegbányászatBalogh Kitti: Szövegbányászat
Balogh Kitti: Szövegbányászat
 
Montagna Viva, The Living Mountain: Conversing with an experiment in making (...
Montagna Viva, The Living Mountain: Conversing with an experiment in making (...Montagna Viva, The Living Mountain: Conversing with an experiment in making (...
Montagna Viva, The Living Mountain: Conversing with an experiment in making (...
 
Proyecto final de las tic maestria
Proyecto final de las tic maestriaProyecto final de las tic maestria
Proyecto final de las tic maestria
 
Produksi sapi transgenetik
Produksi sapi transgenetikProduksi sapi transgenetik
Produksi sapi transgenetik
 
Technori August 2016 - Adam Tilton
Technori August 2016 - Adam Tilton Technori August 2016 - Adam Tilton
Technori August 2016 - Adam Tilton
 
Next Generation Information Management and Enterprise Search & Discovery
Next Generation Information Management and Enterprise Search & DiscoveryNext Generation Information Management and Enterprise Search & Discovery
Next Generation Information Management and Enterprise Search & Discovery
 
Os Raysmith
Os RaysmithOs Raysmith
Os Raysmith
 

Mais de Newsworks

Context Matters
Context MattersContext Matters
Context MattersNewsworks
 
Getting closer to the Great British public
Getting closer to the Great British publicGetting closer to the Great British public
Getting closer to the Great British publicNewsworks
 
Is the medium still the massage?
Is the medium still the massage?Is the medium still the massage?
Is the medium still the massage?Newsworks
 
Paying (for) attention
Paying (for) attentionPaying (for) attention
Paying (for) attentionNewsworks
 
Pop goes the filter bubble
Pop goes the filter bubblePop goes the filter bubble
Pop goes the filter bubbleNewsworks
 
ROI of Digital Newsbrands
ROI of Digital NewsbrandsROI of Digital Newsbrands
ROI of Digital NewsbrandsNewsworks
 
View from a start up
View from a start upView from a start up
View from a start upNewsworks
 
Building for the future
Building for the futureBuilding for the future
Building for the futureNewsworks
 
IPA Databank study 2017
IPA Databank study 2017IPA Databank study 2017
IPA Databank study 2017Newsworks
 
Real people and real politics
Real people and real politicsReal people and real politics
Real people and real politicsNewsworks
 
Is creativity the missing metric?
Is creativity the missing metric?Is creativity the missing metric?
Is creativity the missing metric?Newsworks
 
Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?Newsworks
 
Vodafone - The Late Night Standard
Vodafone - The Late Night StandardVodafone - The Late Night Standard
Vodafone - The Late Night StandardNewsworks
 
Sony pictures case_study
Sony pictures case_studySony pictures case_study
Sony pictures case_studyNewsworks
 
Channel 4 case study
Channel 4 case studyChannel 4 case study
Channel 4 case studyNewsworks
 
Boots case study
Boots case studyBoots case study
Boots case studyNewsworks
 
Currys PC World case study
Currys PC World case studyCurrys PC World case study
Currys PC World case studyNewsworks
 
The National Autistic Society case study
The National Autistic Society case studyThe National Autistic Society case study
The National Autistic Society case studyNewsworks
 
ŠKODA case study
ŠKODA case studyŠKODA case study
ŠKODA case studyNewsworks
 
Hiscox case study
Hiscox case studyHiscox case study
Hiscox case studyNewsworks
 

Mais de Newsworks (20)

Context Matters
Context MattersContext Matters
Context Matters
 
Getting closer to the Great British public
Getting closer to the Great British publicGetting closer to the Great British public
Getting closer to the Great British public
 
Is the medium still the massage?
Is the medium still the massage?Is the medium still the massage?
Is the medium still the massage?
 
Paying (for) attention
Paying (for) attentionPaying (for) attention
Paying (for) attention
 
Pop goes the filter bubble
Pop goes the filter bubblePop goes the filter bubble
Pop goes the filter bubble
 
ROI of Digital Newsbrands
ROI of Digital NewsbrandsROI of Digital Newsbrands
ROI of Digital Newsbrands
 
View from a start up
View from a start upView from a start up
View from a start up
 
Building for the future
Building for the futureBuilding for the future
Building for the future
 
IPA Databank study 2017
IPA Databank study 2017IPA Databank study 2017
IPA Databank study 2017
 
Real people and real politics
Real people and real politicsReal people and real politics
Real people and real politics
 
Is creativity the missing metric?
Is creativity the missing metric?Is creativity the missing metric?
Is creativity the missing metric?
 
Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?
 
Vodafone - The Late Night Standard
Vodafone - The Late Night StandardVodafone - The Late Night Standard
Vodafone - The Late Night Standard
 
Sony pictures case_study
Sony pictures case_studySony pictures case_study
Sony pictures case_study
 
Channel 4 case study
Channel 4 case studyChannel 4 case study
Channel 4 case study
 
Boots case study
Boots case studyBoots case study
Boots case study
 
Currys PC World case study
Currys PC World case studyCurrys PC World case study
Currys PC World case study
 
The National Autistic Society case study
The National Autistic Society case studyThe National Autistic Society case study
The National Autistic Society case study
 
ŠKODA case study
ŠKODA case studyŠKODA case study
ŠKODA case study
 
Hiscox case study
Hiscox case studyHiscox case study
Hiscox case study
 

Último

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 

Último (20)

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 

Paddy Power - Yes we Vati-can!: Case Study

  • 1. Executive Summary With the Pope deciding to step down, Paddy Power was the fastest brand out the blocks to capitalise on the opportunity. With the potential for the first ever black Pope, Paddy Power ran a short term press campaign offering Money Back if the next Pope is black. Whilst also being the fastest bookie to market with a host of odds made available within 25 minutes, and on-going presence in St. Peter's square, the campaign generated thousands of articles worldwide reaching 170+ countries. As the solus paid-for component on the plan, press was integral in delivering the required reach, especially in communicating the all-important business driving offer. Background and objectives A large part of Paddy Power’s ‘mischief making’ mantra is about being the first to react to, and having a point of view on, popular culture and news worthy events from around the world. So when it was clear that there was to be a big story breaking out of the Vatican, we wanted to make sure we would be the first bookmaker on the scene. To fulfil both our communication and business objectives this would mean engaging both paid-for media and PR/social activity, as well as being the first bookmaker to offer odds on the next Pope. When it came to the paid-for activity, press was the obvious choice. As well as being an integral business driver we also knew that the story would live and breathe within press titles, making them a perfect environment for such a topical campaign. The objectives for press were simple – use our core betting titles to drive business through the offer, and use the creative message in wider titles to drive conversation and provoke reaction about the brand and topic. Insight and strategy The strategy to spread the Gospel of Pope betting over the coming weeks revolved around several campaign rules: 1. BE QUICK: Be the first bookmaker to publish Pope betting odds 2. KEEP MEDIA UPDATED: Deliver daily odds updates / market moves to global media 3. STAND OUT THROUGH ADVERTISING: Plant our flag firmly in the middle of Pope betting via on brand print adverts in national media 4. REMEMBER OUR PUNTERS: Use press titles to hit them with a heavenly Money Back Special (refund losing bets if the cardinals elect the first black Pope) 5. GET PEOPLE TALKING: Use social to dial up updates and keep the conversation fresh 6. TAKE IT TO THE NEXT LEVEL: Wow the world with a stunt in St Peter’s Square The plan The plan was developed to cover the three stages of the electoral process, and to ensure that PR, paid-for activity and social activity all worked in unison to amplify the effect of the campaign.  Phase one – the announcement  Phase two – the retirement  Phase three – the Conclave We already had business insights that prove how press drives offer-led direct response, so we knew how important this would be to the success of the campaign. We would have the stunt and social activity to drive additional conversation around the brand, but press was to be the main business
  • 2. driver to get people actually betting on the Pope market. It would also help us to broach environments that made sure we would a) hit a core betting audience (Sun, Star, Mirror, Record) and b) cause some Paddy Power style standout by using titles not often used for the brand (Metro, City AM, Times & Guardian). To elevate our press activity and place our Paddy Power stamp on the campaign, we needed a typically mischievous stunt. This is where former NBA star Dennis Rodman came into the equation. What has he got to do with the Pope or an Irish bookmakers? Exactly. With his outspoken views and unique personality, he was the perfect person to drive curiosity and conversation. We sent him to Vatican Square to conduct TV interviews, wearing his Paddy Power baseball cap. This would help make our campaign newsworthy across a global audience. Results  7,514 print/online articles  10 billion + OTS  2,119 Global TV hits  Over 20,000 social interactions  20,000 bets placed  Versus the competition, round one went to Paddy Power as we generated 964 articles – 12% more than Ladbrokes and 24% more than William Hill  Dennis Rodman conducted over 50 radio and TV interviews from Vatican Square resulting in over 900 global TV hits. Together with phase one and two, this brings total global TV hits to over 2,119.  In addition to TV, the Rodman stunt generated 4,879 online articles referencing Dennis Rodman + Pope, of which 534 make direct audio reference to Paddy Power – however visual branding is prevalent in most of the articles. Client view ‘When we decided to run an Obama-esque campaign ('YES WE VATI-CAN') offering Money Back if the next Pope is black, press was our first port of call for the paid for activity. We already knew the strength of our core titles in converting sportsbook bettors but we wanted to take this campaign further. We managed to strike a balance between core titles and commuter titles, allowing us to drive both sound business results and high levels of conversation.’ Michael Afflick, Brand Manager, Paddy Power