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.
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
