Without big-budget TV advertising on our side, we needed to find a way to grab market share during the 2010 FIFA World Cup, and meet some tough profit targets from Coral.
We invented The Dugout. This was a concept that lived in Coral Shops, in advertising, on the web and in social media. It gave experienced bettors the latest World Cup facts, insight and odds they needed to make a more informed bet.
By the end of the tournament we had some pretty impressive results: 400 blog posts, 245 different ad executions, 3.77 million bets placed on the World Cup and a whopping 216% online gross profit target.