Case Study / September 7, 2016

Betfair

Switching Saddles

Making Betfair the most talked about betting brand in the country, by generating National media coverage and driving customers to bet with Betfair. A key part of the marketing mix that drove a 62% increase in customers and a 27% increase in sustainable revenue.
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Input

The Cheltenham Festival is the biggest four days in horse racing, with more bets placed on the four days of racing than any other period in the calendar.

Insight

Stunts have traditionally dominated the media agenda around Cheltenham, driving coverage in a way that often fails to offer betting brands a positive voice.

The Idea

Challenge Britain’s most successful female Olympian, Victoria Pendleton, to switch sports from cycling to horse racing, and declare her intention to compete at the 2016 Cheltenham Festival, in partnership with Betfair.

Implementation

A year-long campaign during which we surrounded her with the best horses, trainers, coaching and equipment the industry has to offer. We used her celebrity to bring new attention to the sport,
build the Betfair brand and celebrate the unsung heroes of the sport – the jockeys.

Impact

Betfair achieved its best Cheltenham to date with £160 million bet on the festival – a 12.4% increase YOY. The volume of bets on the Betfair Sportsbook for Victoria Pendleton’s race increased by 49% YOY making it one of the top ten UK races of 2016.

Betfair’s reputation received a positive shift, with sentiment for the campaign registering 82% positive.