CORAL

#CheltenHam

Brief

Make Coral the most talked-about and most-used bookie during the 2015 Cheltenham racing festival amongst more than just punters, but everyone.

Solution

The #CheltenHAM Festival of micro-pig racing.  We created our own replica of the famous Cheltenham course and recreated the big race of each day using the well-known horses’ lesser-known furry friends. Punters guessed through social media which pig they thought would win, with one correct guess receiving a free bet to use on the real race.

 

The #CheltenHAM Festival not only won over the majority of social voice from other bookies but also punters, their partners and even their families.

THE RACES

THE HIGHLIGHTS

Awards

IPM - Grand Prix Winner

IPM - Gold – Best use of social media channels

IPM - Gold – Best retail campaign

IMC - Silver – Digital Communications

IMC - Silver – Innovative Idea

IMC - Silver – Product Launch / Relaunch / Trial Campaigns

IMC - Silver – Retail or Trade Marketing - Dealer / Sales Force

MAA - Gold - Best Award for Effectiveness

The Drum Content Awards - Gold - Best use of video

EGR Marketing & Innovation Awards - Gold - Best Social Marketing Campaign

Results

Highest social share of voice (28%) in the bookmakers category

60% YOY increase in total bets

95% YOY increase in bets placed on mobile

478% YOY increase in socially referred traffic to coral.co.uk

National TV coverage on the BBC One Show – 5m reach

7m UK Twitter users reached

7,800 competition (free bet) entries

89% positive brand sentiment score on content

Consumer news circulation of 224,934,062

© 2017 STU & ROB