Case Study / November 15, 2017

Defender to Contender

Betfair and Rio Ferdinand

Rio Ferdinand transforms himself from footballer to boxer, and trains to compete for a title belt.
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Inputs 

Put Betfair at the centre of a transformational challenge following the success of the ‘Switching Saddles’ campaign with Victoria Pendleton

Connect to football and other key betting markets

Work across owned and earned media channels

Insight

Boxing is back in the big time thanks to a host of new British fighters. But it’s not the fight in the man, it’s the man in the fight that gets public and media talking.

Idea

#DefenderToContender

A 15 month campaign to transform former England and Manchester United captain Rio Ferdinand from footballer to title chasing boxer – putting Betfair at the heart of a pioneering boxing narrative.

Impact 

Nielson: “This resulted in the largest spike of earned media coverage around a PR activation we have seen”

33% of broadcasters used the official Betfair Defender To Contender campaign video

Press conference featured a total of 15 minutes and 2 seconds across all TV News clippings

76 items of national UK coverage

Total of 163 items of coverage across broadcast, print and online