Challenge

Paddy Power wanted to launch a new loyalty programme, where every tenth bet was free, while strengthening its association with football. The problem was that betting is one of the least loyal categories there is, with customers constantly switching brands for better odds.

Strategic Unlock

Rather than pretending loyalty still existed, we embraced the uncomfortable truth: loyalty is dead. Fans are expected to stay devoted to their clubs for life, while the players they idolise will happily leave for a bigger contract. If football's biggest stars can shop around, why shouldn't supporters?

Creative Solution

To announce the death of loyalty, we cast the one man uniquely qualified to talk about betrayal: Rhodri Giggs, brother of Manchester United legend and famously loyal one-club player Ryan Giggs, whose eight-year affair with Rhodri's wife became one of football's biggest scandals. By making Rhodri the face of Paddy Power's new loyalty programme, we turned football's most infamous act of disloyalty into a launch that only Paddy Power could have made.

Results

3.7 million organic views in the first 24 hours, generating global headlines and making Loyalty is Dead one of Paddy Power's most talked-about campaign launches.