Executive Summary

This was a campaign that smashed its way through the wall of traditional bookies' PR tactics during World Cup 2018, creating hilarity, social shares and driving a massive share of voice for 888sport.

Rapper to Reporter was a response to 888sport's brief: to be different from anything in the market.

Rather than Michael Owen, John Barnes and Ian Wright trotting out football cliches, we selected a new kind of 'rapper-reporter' to connect with a changing audience: in the shape of the inimitable grime MC, Big Narstie.

A seven-part content series moved the dial for 888sport and was cited by management as the reason behind a record World Cup for the UK's 6th largest bookmakers and a driver for a 'complete reappraisal of our content strategy'.

Our talent's journey from Rapper to Reporter began through a careful, seemingly organic teaser process. A series of social posts were scheduled to go live during England's final pre-tournament friendlies. Narstie critiqued traditional pundits on his social channels, mobilising his fans to implore him to take to the mic to do the job himself.