Paddy Power Cheque Book is nominated for award

02-03-2009

We’re pleased to announce that we’ve been nominated for the Best Direct & Promotional Strategy at this years’ Drum Marketing Awards. We were asked to devise a strategy to help them steal OTC market share from competitors and confirm Paddy Power’s price advantage, with the ambition of driving footfall to Paddy Power on the high street, maximizing revenue potential as well as encouraging future loyalty and commitment.

To Horse Racing punters, cash is king, so, we conceived our Paddy Power Cheque Book strategy containing a series of compelling, high perceived value cheque-style offers.

Combining shop staff and experiential, the cheque books were distributed on the high street to what was believed to be punters with a high propensity to bet. Customers shared data (including mobile numbers) in order to redeem the offers allowing us to develop Paddy Power’s database further and allowed close analysis of the results. Following redemption, timely SMS text messages prior to the next event helped to prompt ongoing participation.

The trial yielded a fantastic return on investment and this is now firmly engrained in Paddy Power’s ongoing retail strategy.

“Simply amazing results. This is now a core sales and marketing mechanic as part of our retail strategy.” Andrew Barclay, Head of Marketing, UK Retail – Paddy Power plc