Coral wanted to get more awareness from their Grand National partnership. The objective was to place the bookmaker front of mind for race fans when deciding where to place their bet.
We identified ‘passive’ race fans as the core target for our campaign and mainstream media as the channel. Our Fanatic team identified ‘irrationality’ and ‘randomness’ as the key drivers in decision making. Our creative team were briefed to develop ideas in these territories.
We focused on the totally irrational nature of betting decisions with a media stunt that was both random and ridiculous to generate mass media coverage
The result was ‘The Coral National’ staging a pre-race race with 20 Jockeys battling it out on the iconic river Mersey on jet-skis made to look like horses.
The immediate press response was huge, with nearly all major UK media covering the story as it happened. Video footage from the race complete with spoof commentary was sent out to press and online channels immediately after the race, with the footage going viral across all major social media channels. Press highlights included the Metro, Daily Mirror, ITV, BBC, The Guardian, Liverpool Echo and the Press Association. Final circulation figures across the press showed that the total reach of the Coral National was 114,028,906 (OTV). Coral also featured the content on Coral TV on the day of the Grand National across 1,700 retail outlets.
The Coral National delivered in all areas. We attracted widespread national PR coverage due to the extremely powerful video and photo content that was created. Thanks to Ear to the Ground for their exceptional work
- Marketing Director, Coral