Coral breaks Cheltenham ground with Piccadilly Lights activation campaign
Coral has taken over the world-famous Piccadilly Lights to engage wider audiences with this year’s Cheltenham Festival races.
On the eve of the Festival, Coral has launched “Your Horse”, UK betting’s first-ever DeepScreen activation campaign that will be screened on the Piccadilly Lights.
The campaign has been devised by creative agency BBH London and sees four horses and their jockeys jostling for a position in a race.
“Moments into the action, riders and horses dissolve away, leaving the viewer with one horse which then leaps out of the screen in slow-motion. Coral is the first-ever brand to fully utilize both the front and back technology of the DeepScreen, using it to show the speed and motion of the racehorses.” – Coral marketing detailed.
Guy Hobbs, Associate Creative Director from BBH London, said: “This piece is based on the simple insight that when you’re watching a horse race, the only horse you’re really seeing is the one you’re backing.”
“So our idea was to remove everything else on the racetrack except one single horse. And to do it in the most epic way possible using the DeepScreen. We’re super excited to show racing in a new light.”
The DeepScreen campaign will be replicated at further “ocean locations across the UK, including Liverpool, Manchester, Birmingham, Nottingham and Southampton.”
Meanwhile Coral will be hosting further raceday activations at Cheltenham Spa Station and across digital media to ensure the highest coverage during UK racing’s most important week.
Chris Brocklehurst, Coral’s Head of Brand Marketing outlined that Coral would deliver Cheltenham’s most creative and engaging campaign, capitivating audiences with the thrill of the Festival.
“Never before has horse racing been given this sort of treatment, and this show-stopping spectacle truly brings racing fans closer to the action.” Brocklehurst noted.
“It’s based on the premise that when it comes to racing, the only horse that matters is the one you’ve backed. We’re proud to be the first betting brand to use this 3D poster technology and to showcase horse racing like never before.”