How do you launch your 180th shop and involve the community in a fun event at the same time?

Originate

Paddy Power wanted to celebrate the opening of their 180th shop with a fun event that would engage punters local to existing shops in London. A darts championship in local pubs and venues was ideal given the link with the 180 darts score, darts players being Paddy Power’s demographic and the venues being well placed to help organise and host the competitions. The winners of the heats won the honour of playing Eric Bristow in the final and the chance to win a trip to Las Vegas.

Integrate

The pubs, recruited by Paddy Power General Managers, were provided with hosting kits for running and promoting the competitions. The kits included posters, leaflets and t-shirts to promote the events to customers. Awareness of the events was also raised with posters in local Paddy Power shops. The ‘180’ brand was created and the line “Super, Smashing, Great” was used to give the events a fun but strong identity. Leaflets also carried free bets to encourage players to bet in Paddy Power shops.

Accumulate

This campaign hit the bullseye on so many levels. The 180th shop was successfully launched, it increased brand awareness and recognition amongst locals and Paddy Power’s core demographic, it drove footfall into the shops, and with the recruitment of over 100 venues it started building relationships with them for future campaigns. Also, people saw Paddy Power giving something back to the community, and that’s value that can’t be measured.