Coral’s Integrated ‘Make Every Matchday Matter’ Campaign Rewards Loyalty Throughout Euro 2020

At the start of June, UK bookie Coral launched its UEFA Euro 2020 cross-channel marketing campaign, ‘Matchday Rewards’, which spanned TV, radio, print and digital content and which seeks to reward customer loyalty throughout the Euro 2020 tournament.

Created by agency BBH, the campaign was spearheaded by a hero 30-second spot and by an exclusive European Championship podcast created in association with Joe Media.

The lead ad, which runs throughout the tournament, features a passionate football fan watching three matches over the three days – from an edge-of-the-seat nil-nil to a battle between the underdogs – and each day is punctuated by the fan unlocking a Matchday Stamp on his phone. The mechanic rewards fans with a free £5 bet for every three days that they bet.

The hero film is supported by multiple cross-channel activations, including dynamic radio ads, print and digital, while Coral also continued its ongoing partnership with JOE Media with a seven episode ‘All To Play For’ podcast series which will run through the tournament.

The podcasts are hosted by former England, Chelsea and West Ham star Joe Cole who is joined by a famous footballing guests for each episode and the pair will offer pre-match insights and expertise to fans.

The campaign also allows customers to collect ‘Matchday Stamps’ throughout the tournament to continually get ‘Matchday Rewards’: thus enabling Coral to reward customer loyalty throughout the tournament, especially given every matchday will be important for the passionate football fan.

The integrated campaign also saw Coral select a 24-strong panel of experts – one from each country in the tournament – such as Alan Shearer, Ally McCoist and Dean Saunders who will provide in-depth analysis on every team and every match.

This ‘Coral Matchday Squad’ of experts includes former players, journalists and pundits from every nation competing and aims to give Coral customers the inside track on every team.

Chris Brocklehurst, head of brand marketing at Coral says; “We know that passionate football fans will have an interest in every game during the European Championships, not just the home nation matches or the big fixtures,” explained Coral Head Of Brand Marketing Chrus Brocklehurst. “For customers who’ll be betting every day, Matchday Rewards is a campaign that rewards loyalty throughout the tournament”.

BBH Creative Director Nick Gill added: “The Coral bettor is the guy that runs home to watch Austria v North Macedonia. He loves international football. Whether it’s a goal-less draw or a match of the underdogs, he won’t miss a game this summer. To him, every match day matters. This film titled ‘3 Big Days’ describes his passion for the tournament as he takes a punt on 3 European Championship 2020 games and is rewarded with a £5.00 free bet thanks to Matchday Rewards from Coral.”