The Media Plan
Paddy Power Games wanted to target beyond its traditional user base of men, so it decided to partner ITV to achieve this aim.
The brand became the headline sponsor of ITV Saturday primetime gameshow Password across TV and VOD in the summer.
For a seamless integration with the programme, the format of Paddy Power Games’ sponsorship idents closely matched that of Password to connect the two properties in audiences’ minds. They featured brand ambassadors Peter Crouch, Shaun Williamson and Danny Dyer, by creative agency Bartle Bogle Hegarty.
In addition, Paddy Power Games also developed its own bespoke Password slot game, licensed through Fremantle, to support the sponsorship.
As an entertainment brand, “associating with a fun, primetime ITV1 show allowed us to further build on our entertainment principles”, said Joseph Mullen, senior associate director at EssenceMediacom, which handled the campaign.
Furthermore, because the casino category has traditionally focused on men, collaborating with a media owner such as ITV allowed Paddy Power Games to target female audiences at scale.
More generally, ITV also ticked the box for Paddy Power Games as a partner that can deliver its goal of reaching a broad audience “to increase overall awareness and consideration”.
There were two further key reasons behind the brand going down the sponsorship route. First, trust is a challenge that all gambling brands face and sponsorship is “proven” to build this among audiences, according to Mullen.
Secondly, he added: “We are also in a period where TV spot is becoming more expensive and sponsorships allow cost-effective TV delivery in a very cluttered and competitive category.”
To gauge the success of this partnership, EssenceMediacom has developed bespoke research to measure brand uplift, focusing on its key metrics of awareness and consideration.
It will also monitor visits across the Paddy Power Games site as well as specifically usage of the bespoke Password game.
This is Paddy Power Games’ first primetime TV sponsorship and it has highlighted “the brand’s tone of voice out perfectly”, Mullen said. He concluded: “It’s a great evolution in what we’ve been doing across Paddy Power Games, and hopefully is the first of many.”
