Paddy Power Eeny Meeny Campaign - Sweets

Press Advertising Online Gambling Awareness Campaign

How do you advertise new online gambling services to traditional racing punters in the Racing Post without alienating them?

The Brief

When paddypower.com increased its online gambling offering to include Poker, Casino, and Games, they wanted to shout about it. We knew that strong brand recognition and the range of their offering would play key roles in giving them the edge. However, traditional racing punters are not easily persuaded and these Racing Post ads needed to have cut-through in this highly competitive market.

The Solution

The key driver of the awareness campaign was the fact that Paddy Power gave you more choice online. The line “Eeny Meeny Miney MORE” gets across the ‘more choice’ message in a playful way, complimented by a set of outlandish and fun images. Rather than show potentially non-web savvy audience screen shots of the games that may be a turn off, the ad only deals in real images and situations. Strong Paddy Power branding reassured punters that these new games were fun and safe.

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Media production

4 creative executions

Double page spreads

Single page ads

Bespoke size ads

“The response we had to this high profile awareness campaign was ‘typical Paddy Power’. From this we know Marketing Team Direct hit the mark.”

Barni Evans, Head of Marketing - Paddy Power Plc

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