Space trots off with its 2nd IPM Grand Prix Award
Space is delighted to announce that its Coral #CheltenHAM campaign has received the IPM’s top accolade for 2016; the Grand Prix award, marking it out as the year’s best creative work by any agency in the UK.
This is the second time that Space has landed an IPM Grand Prix, following its success with The Eurostar Quest in 2007, making it the only UK creative agency to have won the award twice in the past 10 years.
The Coral #CheltenHAM campaign ran in a miniature replica of the famous Cheltenham race course and featured daily races throughout the Festival across Coral social platforms – but with adorable micro-pigs instead of horses – allowing Coral to take the lead with sensational, business altering results including a 60% y-o-y increase in total bets, a 95% y-o-y increase in bets placed on mobile and a market leading 28% share of voice on social.
This engaging festival of micro-pig racing created extraordinary social content for punters, giving them the chance to predict the winners of each day’s feature race. A series of teasers and clips of the pigs hurtling around a specially-designed CheltenHAM course in the silks of each race’s runners was shown at the start of each day on Coral’s social channels. PV (Pig View, of course!) shots, provided by a pig mounted ‘Ham Cam’ and expert racing commentary, created more drama. For further engagement, punters who successfully predicted the winners of the piggy races also won free bets for that day’s races.
Coral #CheltenHAM also won a further two IPM Gold awards; for best use of social media channels and best retail campaign.
It was also named Social Marketing Campaign of the Year at the eGR Marketing and Innovation Awards and won Best Use of Video at The Drum Content Awards.
In total, Coral #CheltenHAM collected six individual creative awards making it one of the UK’s most decorated campaigns of the year.
And here's a link to The Eurostar Quest