At the start of 2012, you'd have been forgiven for not being able to remember any Paddy Power campaigns - yes, there were one-off successes, but there was an underlying theme that identified what Paddy Power stands for or why people should care. Fast forward 12 months, and you'd be hard pushed to find any avid sports fan, let alone better, who wouldn't know.
The strategy, outgun the big boys of Ladbrokes and William Hill by listening to what punters have to say and reacting in real time to damn well entertain, Paddy Power style! The campaign idea of 'We Hear you' was born...
Putting punters at heart
By putting the punters at the heart of our activity and developing a single creative umbrella, combined with the usual Paddy Power Mischievousness, the brand was truly able to own the biggest sporting events of the year and the 'We Hear You' campaign message pervaded everything we did across all touch points.
The results have been incredible. Financially the idea clearly resonated - over 50% growth in new customers and 29% increase in net revenue, but it achieved far more than that:
The Euros delivered more than 10 times the coverage of Carlsberg (who paid £25m for sponsorship), achieving 40% share of consumer conversation (source: Brandwatch) and engagement levels over double anyone else irrespective of industry. Whilst the Ryder Cup sky tweets reached a global audience of over 31 million, Sky Sports and the BBC covered them multiple times, McIlroy was taking pictures of them, and Graeme McDowell even credited their positive impact on the team on Radio 5! Oh, and we set a new Guinness World Record too. With a social footprint of nearly 1000%, to well over 600k fans, the brand campaign of ‘We Hear You’ certainly seems to have been heard.
Campaign magazine summarised the year: 'Other brands and agencies that talk about being brave could learn a thing or two from Paddy Power’ Campaign magazine, December 2012.
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