The Coral National
The Grand National is the biggest and most historic horse race of the year with a global audience of over 600 million people. This year, UK betting exceeded £150 million for the first time ever with almost two thirds of the adult population expected to place a bet. Leading partners Coral were keen to find an inventive way to promote their association and drive punters to bet around their HOW DO YOU PICK YOURS campaign.
Ear to the Ground focused on the totally irrational nature of betting decisions with a media stunt that was both random and ridiculous to generate mass media coverage. The result was The Coral National staging a pre-race, race with 20 Jockeys battling it out on the Mersey…on jet-skis…made to look like horses.
Our version took place on Thursday morning coinciding with the start of the three day festival. The riders and their steeds went head to head in a thrilling contest along the most iconic stretch of the river in a 500m journey to be crowned the winner of The Coral National.
The immediate press response was huge, with most of the major national papers covering the story within a matter of hours. Video footage from the race complete with spoof commentary was sent out to press and online immediately after the race, with the footage going viral across all major social media channels. Press highlights included the Daily Mirror, ITV, BBC, The Guardian, Liverpool Echo and the Press Association.
Coral were glad they picked a winner and are now working with Ear to the Ground across all their sporting partnerships.
To watch the Coral Jet Ski Grand National,click here