Paddy Power and the PDC World Darts championships

Client: Paddy Power

Pre-Christmas is a huge period for bookmakers, with seasonal football and racing commanding huge coverage. As a result, darts risks being crowded out, but Paddy Power embraced the odds and made a play to raise awareness of both their association with the World Darts Championship and do good by raising awareness of Prostate Cancer UK, to encourage men to get tested.

To do so, they needed to hit a bullseye to compete with the challenge of gambling advertising limitations, the Christmas clutter and maintain its stature in darts.

Stepping up to the oche, Paddy literally changed the game! Turning the Treble 20 Paddy Power green and inciting uproar, but every 180 scored would result in a £1,000 donation to Prostate Cancer UK and aimed to encourage men to assess their prostate cancer risk.

We generated pre-event buzz through a talkSPORT partnership and Sky Sports, announcing the green T20. The Big 180 Campaign was then unveiled, through a multi-channel strategy involving social media, digital out-of-home, and editorial with Mail Metro Media.

So far, over 125,000 assessments have been completed, with a significant uptick in darts betting raising £220k within six days, and a 126% rise in darts content engagement year-on-year.