Challenge: Paddy Power wanted to take a playful dig at Liverpool FC’s shaky defence, following the club’s failure to sign its main target in the summer’s transfer window – defender Virgil Van Dijk

Solution: Paddy Power had full domination on the screen next door to Liverpool FC’s stadium Anfield. 8 Outdoor used a live ticker on the ad with dynamic copy, adjusting the price of Van Dijk directly in line with Liverpool FC’s performance - an attention-grabbing advert hitting the right people at the right time with a highly relevant message.

It was then agreed that Paddy Power would share images and videos of the campaign on its social feed to evoke further debate.

Results: The advert provoked a huge reaction from Liverpool fans, wider football fans and betting fans worldwide! On Twitter it received over 4000 likes, 3764 retweets and 500 comments, as well as 2600 comments, 999 shares and 7500 likes on Facebook.


Richard Butt, Planning Manager, MediaCom: “The opportunity to position ourselves in a fantastic location to run a dynamic piece of copy taunting Liverpool supporters was too good an opportunity to pass up.

The 8 Outdoor team was fantastic in helping us deliver this dynamic content and demonstrated their flexibility, working right until kick off to enable us to address football fans directly outside the ground with the most up to date and contextually relevant creative.

The response we received worldwide was outstanding and the content itself looked fantastic - we will definitely be looking to use this site again moving forward!”

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