Paddy Power asked us to create a stir at Euro 2012. We aimed to make Lucky Pants a major talking point during the tournament, with the ultimate goal of driving betting.
We devised an idea that would see the Paddy Power brand name flashed (quite literally) to a global audience of football fans.
We had heard that former Arsenal and Sunderland striker Nicklas Bendtner was one of the players at the tournament that liked the pants.
Bendtner had always been a maverick figure in the Premiership, so to have him embrace the undies fitted the brand perfectly.
Release The Pants
In the 80th minute it was confirmed these truly were lucky pants, as Nicklas Bendtner roared in at the far post to score.
Our Great Dane wheeled off down the touch line and revealed the Paddy Power Lucky Pants to the global audience's amusement, but to UEFA’s angst.
The world’s journalists jumped on the pant story, whilst the shadow of a UEFA fine grew.
The Pants Piece was covered in over 54 countries, across 854 articles, and got people talking from Khartoum to Copenhagen. Media speculation grew as to whether UEFA would allow Nicklas to celebrate a goal without fining him.
Heavyweight Fine. Heavyweight Coverage. Heavyweight Success!
Nicklas was fined an astonishing 80,000 euros. The football world was stunned at the ferocity of the fine.
• Paddy Power became the most recognised social media brand in the Euro 2012 finals during key matches (Source: Brandwatch)
• Our client received over £10m worth of media coverage.
• Betting increased by 164% in Euro 2012 v Euro 2008.
• 'Pants Gate' was one of the main reasons attributed by Paddy Power for its profits in 2012.
The Pants Dominate Social Media
Paddy Power became THE most talked about brand across social media during England v Ukraine Euro 2012 (Source: Brandwatch/Arena Media)
The pants were a massive success and we looked at further opportunities.
Heavyweight boxer Dereck Chisora wore the lucky pants for the weigh in against David Haye. They didn't prove that lucky for Dereck, however; he was KO'd in round 4...
The lucky pants continue their global rise...