Coral breaks new advertising ground with 3D display at Piccadilly Circus

Flutter’s Coral has become the first British bookmaker to use 3D out of home advertising.

UK.- Flutter Entertainment’s betting brand Coral has made a new first for a UK gaming company, introducing a 3D billboard advert for its Cheltenham Festival offering. The display will dominate London’s Piccadilly Circus this week during the four-day horse racing event.

It’s the first time a bookmaker has used relatively new 3D out of home advertising technology, which uses LED displays. Devised by Coral’s lead creative agency, Bartle Bogle Hegarty, the Ocean Outdoor DeepScreen activation at Piccadilly Lights features four jockeys on their horses as they jostle for first place. 

Three of the riders fade away, with the one horse then jumping out of the screen in slow motion. The campaign, which will repeat hourly for the next week, aims to capture the attention of a young audience with the energy of the sport.

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Chris Brocklehurst, head of brand marketing at Coral, said: “Never before has horseracing been given this sort of treatment, and this show-stopping spectacle truly brings racing fans closer to the action.

“It’s based on the premise that when it comes to racing, the only horse that matters is the one you’ve backed. We’re proud to be the first betting brand to use this 3D poster technology and to showcase horseracing like never before.”

In tandem, a campaign carried out by media agency the7stars has taken over  Cheltenham Spa station and is focusing on social media, digital audio, digital and print activity. Further content will be visible in other UK cities.

Lewis Watson, client lead at the7stars, said: “The7stars have worked with Coral to carefully develop an impactful and innovative media campaign that utilises a range of media channels to bring audiences closer to the action.

“Coral has a firm commitment to creativity that is perfectly illustrated by the Piccadilly Lights activation, becoming the first bookmaker to utilise Ocean’s DeepScreen 3D templates.”

Cheltenham Festival runs all this week, culminating with the Gold Cup on Friday.

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