Paddy Power: Balls, banter and bets
Gavin May and Ruth Chadwick
Crispin Porter and Bogusky London
The sporting "establishment":
- The people with all the money and all the power.
- The boardroom-dwellers.
- The decision-makers.
- They talk, people listen. Great to be them.
- The people with no money and no power.
- The terrace-chanters.
- The ticket-buyers.
- They shout, nobody hears. Sucks to be them.
This is the story of a brand that said "enough of that".
It is the story of a brand that had the balls to stand up against the sporting establishment on behalf of the fans by listening, and giving a voice to their hopes, fears and frustrations.
It didn't do this by implementing a bespoke "social media strategy", but by reimagining itself as a fundamentally social brand, behaving with all the naivety and gusto of the most ardent of sports fans. In so doing, Paddy Power has moved from being a naughty gambling brand into a genuine participant in sports culture. We have created some of the most talked about communications around, and a model for any brand that's ever wanted to grow big, while still feeling small; that's ever wanted to transcend its category without losing its soul.