Fan v Fan

BRIEF

Create an integrated campaign to leverage Betfair's ECB partnership during the 2009 Ashes Series, dramatise the Betfair exchange, and drive awareness and acquisition.

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SOLUTION

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.

RESULTS

Spontaneous brand awareness increased by 6%. 29% increase in customer acquisition. 191 pieces of national media coverage.