Betfair Switching Saddles|海报/平面|广告营销案例【ADGuider广告指南】

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Betfair 开关鞍座

案例简介：交换马鞍是一项独特的运动，围绕着 Betfair 对奥林匹亚维多利亚 · 彭德尔顿的挑战，将自行车运动员的运动转变为骑师，并在切尔滕纳姆节的一场比赛中驾驶一匹赛马。这场运动占据了英国一年的头条新闻，改变了公众对赛马的兴趣，并将 Betfair 置于全国印刷、广播和数字媒体的前沿和中心。当其他博彩品牌 “劫持” 新闻议程时，Betfair 创造了自己的议程，捕捉了英国公众的想象力，并自发提高了 2% 的品牌知名度。

Betfair 开关鞍座

案例简介：Switching Saddles’ is a unique campaign centred on Betfair’s challenge to Olympian Victoria Pendleton to switch sports from cyclist to jockey and pilot a racehorse in a competitive race at Cheltenham Festival. The campaign dominated UK headlines for a year, transforming public interest in horse racing, and putting Betfair front and centre of National print, broadcast and digital outlets across the country. While other betting brands were ‘hijacking’ the news agenda, Betfair created its own, capturing the imagination of the UK public and delivering a spontaneous brand awareness increase of 2%.