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The #BrexitBunker digital marketing campaign

Paddy Power

young woman covered with European Union Flag

Three weeks to launch

  • Category: Connect Digital Marketing

Brexit. Whatever your views, when we got the call from Paddy Power asking for help with a Brexit digital campaign, we knew we were in for a load of fun.

If there’s one brand that can do irreverent and edgy work, it’s the Irish bookmaker.

And while the original deadline for Brexit didn’t quite work out, there was no chance of an extension to our deadline of three weeks to create a website worthy of Paddy Power’s craziness.

Surviving with the King

Paddy Power’s new campaign was fronted by the Gallic flair of Mr Eric Cantona. Who better to help solve Brexit than Europe’s finest export?

Eric offered viewers the chance to win a break from all the political chaos with a short stay in a purpose-built Brexit Bunker (a luxury hotel off the coast of Portsmouth).

In true Brexit style, we collaborated with our European counterparts, the Spanish based agency, Officer & Gentlemen, who created and produced the films for the site. In just three weeks we created an engaging, mobile-first website and ensured the digital marketing campaign could easily be shared by fans.

Delivering on Brexit

With viewing figures surpassing expectations in the first 24 hours, Paddy Power has hit the bullseye again with a truly viral digital marketing campaign. And to be part of that is at least one positive that has come from Brexit.

Kin + Carta Connect did a great job of delivering our campaign in a tight timescale. We knew we had great material but presenting it to the public in a way that made it engaging and shareable was vital. We were deeply impressed with how they went about planning then developing the perfect platform for us in a matter of weeks.

Paul Mallon - Head of Major Brand Activations at Paddy Power

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