Overview
Charged with cutting through the noise of the betting industry’s biggest week of the year – the Cheltenham Festival – Heavyweight created a campaign that ticked Sky Bet’s brand persona of innovation and entertainment.
The Challenge
We wanted to explore just how exciting racing can be. And what better place to conduct this experiment but at horse racing’s Olympics – the Cheltenham Festival – and during the Festival’s first race; The Sky Bet Supreme Novices.
The Solution
Dr Dawn in Doncaster As with all success stories, the secret is in the preparation. We set up a trial of our equipment on a wet and windy Wednesday at Doncaster race course and, under the watchful eye of Channel 4’s Embarrassing Bodies Dr Dawn Harper, we wired up our participants. We rolled out the monitors at The Cheltenham Festival we measured the rates of the great and good of UK racing. Trainers, CEO’s, footballers, owners and commentators.
