Launched by a full-page ad in the Irish Times which coloured one corner of the Emerald Isle in the familiar English combination of red and white, the start of June saw Paddy Power roll out a controversial campaign in Ireland leveraging UEFA Euro 2020 and based on the idea that bookie will donate money to grassroots Irish football for every goal England score during the tournament.
Following Ireland’s failure to qualify for the competition and seeking to improve the Irish team’s fortunes at future tournaments, the #SaveOurGame campaign – created by agency The Public House, produced by 9Yards, with Ready10 working on OOH and print and media handled by Mediaworks – aims to provide a reason for football fans on both sides of the Irish Sea something to cheer for at Euro 2020.
The bookmaker’s copy states that: “We’re donating €10,000 to Irish football for every England goal at the Euros. If football’s coming home we might as well benefit’. With a minimum of €100,000 donation.
As well as the print execution, the marketing team installed an outsize 100x56m St Georges Cross on the Bray Wanderers Ground in County Wicklow, while a hero video was posted online on 6 June which was voiced by Irish football pundit Eamon Dunphy and Virgin Media analyst Damien Delaney further drives home the #SaveOurGame message.
This summer, we're supporting England – and so are some famous Irish football men ☘
But why? Well, because we're donating €10,000 to Irish football for EVERY England goal at the Euros ⚽
After all, if football’s coming home, we might as well benefit #SaveOurGame pic.twitter.com/cDUNiWzJ32
— Paddy Power (@paddypower) June 6, 2021
PaddyPower also pledges a €20,000 ‘backstabber bonus’ any time Jack Grealish or Declan Rice – England players with Irish names – score.
The lead spot is supported by additional social media content.
What would you do in the name of Irish football? Would you support England?
Well, you should. Because we’re donating €10k to Irish football for every England goal at the Euros. (Min. 100k donation).
If football’s coming home, we might as well benefit #SaveOurGame pic.twitter.com/nhkKi98tqx
— Paddy Power (@paddypower) June 8, 2021
We spoke to three ex-Ireland internationals who are definitely not supporting England this summer…
#SaveOurGame(18+ BeGambleAware) pic.twitter.com/rhgHkYYiSY
— Paddy Power (@paddypower) June 8, 2021
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PaddyPower’s campaign PR statement read: “Irish football fans are the best in the world, and we know they would do anything for the good of the game. We’re not asking them to pledge their allegiance to the Queen. We haven’t totally lost the plot. But for the duration of the Euros, for every goal England score is money in the bank for Irish football. We want to give Irish fans a reason to cheer this summer…even if it slips out accidentally.”
Comment:
This campaign blatantly ignores the troubled past between the countries, or, as is so often the case with Paddy Power’s marketing strategy, blatantly plays on the PR-linked controversy it will generate using the age-old all coverage is good coverage marketing principal.
But in reality it will take more than a little cash to convince most Irish football fans to support England. In fact, the majority will probably still support whichever team England play against during the tournament.
Something likely to be further fuelled by the current Brexit Irish border fiasco.
As Dunphy himself says: “We’ll need a shower after that.”
In England itself, paddy Power is leveraging Euro 2020 through an integrfated campaign led by a Peter Crouch fronted spot called ‘If The Grass Looks Greener’ and which includes a pair of brand-backed fan parks.
Lose your pint from a disallowed goal?
No problem, get a free pint on us!
Watch the Euros at Paddy Parks this summer.
Coming to London and Newcastle
❗ Don't miss out. Get your tickets here https://t.co/QtoX9tFmnD pic.twitter.com/u8YAXkFnpv
— Paddy Power (@paddypower) June 7, 2021
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