Create an integrated campaign to leverage Betfair's ECB partnership during the 2009 Ashes Series, dramatise the Betfair exchange, and drive awareness and acquisition.
We pitted two Ashes legends, Phil ‘Tuffers’ Tufnell and Jason ‘Dizzy’ Gillespie, against each other in a series of madcap challenges ahead of each Test. The challenges, which included pedalo racing in Cardiff Bay and a lawnmower grand prix at Lord’s, culminated in the loser, Gillespie, being body-painted with the St George’s Cross. The funny, vivid nature of the challenges, highly differentiated from other brands’ Ashes activity, spearheaded a fully integrated digital and PR-led campaign which proved irresistible to fans and the media alike.
Spontaneous brand awareness increased by 6%. 29% increase in customer acquisition. 191 pieces of national media coverage.