Paddy Power: No Balls

Shackleton

ENTRY INFORMATION

Category: Publishing/Entertainment
Country where program ran: Spain
Date program started/ended: 9-20 June 2008

Product Description: Paddypower.com is an Irish sports betting portal on the Internet. The portal enables visitors to bet on all sorts of sports: football, baseball, horseracing, American football, basketball, cycling, hockey, cricket, boxing, tennis, water polo, rugby, track and field, and more.

Advertiser/Client Name: Paddy Power
Media Channels: DirectMail
Print
Website: http://www.judgingishard.com/echo/noballs

STRATEGY

Marketplace Challenge:

In European countries such as England and Ireland, betting is a typical activity among sports fans. Spain, however, does not have such a deeply rooted sports gambling culture. In fact, there is also less participation in Internet actions in Spain than in other European countries. For this reason, PaddyPower wanted to generate status to position itself as a brand in Spain and attract traffic to its website.