PADDY POWER
Europe’s Favourites
Capabilities:
Paddy Power set out to do what few brands could—become the most talked-about name during the Euros. In a crowded market, they needed a campaign that would cut through the noise and capture Europe’s attention. Here’s how we did it.
#1
across Euros period for brand attention
128M
earned media reach from more than 50 pieces of coverage
94%
positive sentiment across social media and news coverage
Make Paddy Power the Most Talked-About Brand at Euros 2024.
Paddy Power needed to break through the intense noise of rival bookmakers and position itself as the brand that makes the 2024 Euros even better. With England heading into the tournament as one of the top favourites, Paddy Power had the opportunity to leverage this excitement—while turning the often unflattering European sentiment toward England into a bold, humorous campaign.
From Betting to Thrill-Seeking.
A Tongue-in-Cheek Film Celebrating Europe’s ‘Love’ for England.
Our insight was simple yet powerful: Europe’s love-hate relationship with England could be a perfect vehicle for humour and cultural reflection. The film, titled Europe's Favourites, features famous faces like Danny Dyer and Peter Crouch alongside everyday European characters expressing exaggerated praise for England’s culture, fashion, and, most importantly, football—drenched in sarcasm. By leaning into the humour, the campaign generated buzz around the Euros, not just for the competition but for the laugh Paddy Power gave viewers.
#1 across Euros period for brand attention
128M earned media reach from more than 50 pieces of coverage
94% positive sentiment across social media and news coverage