PADDY POWER GAMES
With Paddy Power Games, there’s a guaranteed jackpot winner every single day. Great. But, with the prize money being handed out so frequently we wanted to remind people that - if you win it, it doesn’t make you 'special’.
And who better to talk about what makes one ‘Special’ than, well… The ‘Special One’?
We got Jose Mourinho to send up his famous nickname and poke fun at his reputation to make it known that winning doesn’t always make you special.
We teased the launch film by reserving Piccadilly Circus for ‘someone special’.
Then followed it with press and OOH announcing Jose as the star of the campaign.
The film went down a treat, getting over a million views on twitter alone within it’s first few days of launch. It was featured in all the major tabloids, receiving full page treatment in the Sun, the Mail and the Evening Standard amongst others and was picked up across the world too.
We even created an international rumour as to Jose’s next job with a few cheeky easter eggs….
While, football LEGENDS Carlton Cole, Luis Garcia and Jon Walters had a right laff’ picking out all the easter eggs for JOE.com…