Irish bookmaker Paddy Power launched a campaign, developed with agency The Public House, leveraging its Irish football partnership and addressing the issue of games being played behind closed doors.
The idea was to represent fans in the form of the chairs in the empty stadium – giving them Irish personalities and irreverent wit.
The campaign was created to run around the Ireland v Slovakia Nations Cup game on 8 October and ran across television and social platforms and consisted of 12 separate executions based on the various outcomes of the match – both positive and negative.
PP_Ireland_vs_Slovakia_Stings_V2 from Irish Marketing Journal on Vimeo.
The Public House Associate Creative Director Dillon McKenna commented: “Paddy Power wanted to inject some life into the broadcast given no fans would be in attendance. We wanted to nod to the unique circumstances around Covid, but not dwell on them – hence the talking chairs. We had accounted for the different outcomes of the game. Unfortunately two of those outcomes were a penalty shootout, and Northern Ireland qualifying over us. So a bad result for Ireland, but a good one for forward planning.”
Paul Mallon, head of brand marketing, Ireland and Horse Racing, Paddy Power, said: “We wanted to demonstrate our support for the team, whilst also acknowledging this is not your run-of-the-mill qualifier. The sponsorship stings represented the perfect opportunity to do so.”
The campaign was created by agency The Public House where the team included Creative Director Colin Hart, Associate Creative Director Dillon Mckenna, Copywriter Jack Walsh, Managing Director Catrióna Campbell, Account Director Sarah-Lee Saunders, Account Manager Robyn Claffey and Strategy Director Sarah Walsh.
Links:
Paddy Power
https://www.youtube.com/user/PaddyPowerVideo
https://twitter.com/paddypower
https://www.facebook.com/paddypower
The Public House
FAI
https://www.facebook.com/FAIreland/
https://www.instagram.com/faireland/
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