With ever-tightening restrictions in the gambling sector and a cluttered category, Coral was faced with an uphill battle when it came to standing out from the crowd. Whilst they had high awareness, it was matched with typically lower consideration thanks to a promiscuous audience, making it much harder to stand out.
With that being said, we made it our mission to increase Coral’s brand consideration amongst our core 35+ male audience throughout the football season, strengthening Coral’s association with football.
Too often, football content and betting brands focus on the stats and science behind the sport to make audiences feel that they know the most, but this has been done and overused. Instead, we focused on placing Coral’s authentic passion for sport front and centre to reach audiences through the brand’s shared love for the sport.
We created a new original content format that is a recurring, authentic discussion of football in collaboration with key sporting partner JOE Media.
We launched the original content series, All to Play For, which lives across all podcast platforms, a video show on YouTube and short-form social content. Still running to this date, we have run over 45 full-length episodes spanning the 20/21 season, the Euros in 2021 and now until the end of the 21/22 season in May 2022.
Outside of the show itself, we extended the conversation for the Coral audience by showcasing a clip with the star talent alongside each episode, exclusively on Coral’s owned channels.
All to Play For soared well beyond all KPIs, with a total of 33.2M views across Q4 2020 – Q3 2021, an average social video view length of 22” (4” benchmark) and an average social engagement rate of 9-12% (compared to a 3-4% benchmark).
Not only that, but the show also managed to score a high of No. 2 in the Apple Football Podcasts, with a 90% average audio consumption rate on Apple Podcasts and a 4.6/5 star rating from listeners.
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