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Group745
Group745
Group745
Group745
Group745
Group745
Coral
23/02/2022
Group745
Media Agency
London, UK
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Credits
Brand
Media

The Challenge

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.

The Brief

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.

What We Did

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.

The Results

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.

About the7stars

the7stars is the UK’s largest independent media agency, offering the best people, the best service and the best creative media campaigns.

Since our inception in 2005, we set out on a mission – to inspire the exceptional and defeat the bad and the boring. By championing a transparent and collaborative way of working, our goal was to deliver award-winning work for clients across a vast array of sectors, whilst also fostering a truly vibrant and inclusive culture that welcomes the best industry talent from all walks of life. All in all, we were committed to exceeding expectations in our relationships with both clients and our people.

19 years on, we have achieved all of this and more. We have graced The Sunday Times Best Companies to Work list for eleven consecutive years, whilst also being crowned Campaign’s Best Place to Work in 2023, 2022, and 2020. Our work has garnered acclaim from the likes of Media Week, Thinkbox, Campaign Magazine, The Drum, AdWeek, and more. We have continued to grow our agency every single year, delivered show-stopping work for our clients, and have consistently delivered exceptional media value.