William Hill and Cancer Research UK
Red Rum Wins 43 Years After Racing
Grand National fever was in full swing this weekend and plenty of people were cashing in. However, there was one winner who stole headlines as they collected winnings for a bet made on the legendary Red Rum – 43 years after the race. Bob Holmes found an unclaimed William Hill betting slip while going through his father-in-law’s paperwork. The betting giant honoured the bet with an inflation adjusted pay-out and it didn’t stop there. It decided to throw in £130 for the family to bet on this year’s Grand National and also donated £130 to Water Aid, the family’s chosen charity. A great stunt which capitalised on the annual race by achieving some fantastic national coverage for the company.
Next up we have a brilliant example of a multi-channel campaign that brings attention to a serious issue. Cancer Research UK has launched a series of interactive digital posters encouraging people to see how smoking has affected their breathing. Passers-by are invited to blow into a circle and the longer they puff, the more of the ad is revealed on the poster. Another poster has also been issued inviting smokers to read the ad passage with one breath. The idea being that smokers might only have the lung capacity to read half of the text. The campaign is also being pushed on Facebook where people are invited to have a go from their phones and there is a radio ad which plays out a smoker trying to read the whole ad in one breath. A very powerful message.