Betfair: Betfair Switching Saddles [image] 7

Credits & Description:

Agency: Pitch
Client: Betfair
Creative Director: Steve Munachen
Creative Agency: Pitch
Account Director: Chris Allen
Account Executive: Harry Horsfall
Account Manager: Adam Wright
Brand Manager (Client): Harry Phillips
Chief Executive Officer: Henry Chappell
Head of Brand Marketing: Paul Gambrill
Marketing Director: Johnny Devitt
Media Director: Stephen Mault
Planner: Paul Mccormick
Pr Manager: Barry Orr
Pr Manager: Naomi Totten
Switching Saddles’ is a unique campaign centred on Betfair’s challenge to Olympian Victoria Pendleton to switch sports from cyclist to jockey and pilot a racehorse in a competitive race at Cheltenham Festival. The campaign dominated UK headlines for a year, transforming public interest in horse racing, and putting Betfair front and centre of National print, broadcast and digital outlets across the country. While other betting brands were ‘hijacking’ the news agenda, Betfair created its own, capturing the imagination of the UK public and delivering a spontaneous brand awareness increase of 2%.