The brief was to put Betfair at the centre of a transformational challenge following the success of the Switching Saddles campaign with Victoria Pendleton. We also needed to connect to football and other key betting markets in a way that would work across owned and earned media channels.

Our idea was #DefenderToContender

An 18 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. 33% of broadcasters used the official Betfair Defender To Contender campaign video and according to Nielsen  the campaign “resulted in the largest spike of earned media coverage around a PR activation we have seen”.

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