As one of the most recognised names in sports betting, Paddy Power Betfair is known for its bold, attention-grabbing marketing campaigns. However, in a crowded marketplace — and one subject to strict advertising regulations — the brand needed to ensure that its communications were not only memorable, but also relevant, resonant, and motivatingfor its core target audience: football bettors, particularly those engaged in in-play betting.
The objectives were to:
Skopos created a bespoke online consultation community with Paddy Power’s core audience of “footie bettors”:
The programme gave the Paddy Power Betfair brand team direct, actionable insight into how to maximise the impact of their advertising:
As a result, Paddy Power Betfair was able to plan future communications with greater precision, reinforce its reputation for entertaining, memorable campaigns, and ensure advertising activity directly supported in-play football betting growth.
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