Paddy Power kicked off a tactical digital out of home (DOOH) campaign to target this year’s Ascot crowd with humorous commentary, daily deals, and live results. The campaign featured on screens in and around Waterloo and Clapham Junction rail stations, targeting racegoers along the commuter route between London and Ascot.
Humorous one-liners were updated throughout the day, reacting to events, fashion mishaps, and even the weather, all delivered with the tongue in cheek humour that has become synonymous with the Irish bookmakers.
The campaign was created in-house with production by Grand Visual and planning and buying by MediaCom. The responsive campaign is delivered through OpenLoop, the dynamic creative optimization platform from QDOT.
Production Director: Nadiya Abubakar
Technical Director: Keira Kaine
Producer: Nathelie Meng
Producer: Adam Stephenson
Client Services Director: Ben Privet
Media Agency: MediaCom
Associate Director: Hannah Cooper
Associate Director: Richard Butt
Senior Planner: Joseph Mullen
Senior Planner/Buyer: Asia Wray
Ad Tech Provider: OpenLoop from QDOT