Coral ads lap up royal baby fever

With a royal baby on the way, the bookies are going into overdrive; none more so than Coral which is launching a three-part campaign to celebrate the imminent arrival and build awareness of the company’s special, regal bets.
Coral is aiming for a greater share of voice as betting operators gear up for a surge of wagers on the baby’s gender, name, weight, and other key aspects of the birth.
Activity, devised by agency Space, kicks off with Special Delivery, a photo-shopped montage featuring Charles and Camilla outside Kensington Palace in front of two specially designed Royal Mail vans, one pink and one blue, with crowds of people gathered, eager to find out if the regal infant is a boy or a girl.
Continuing the photo stunt theme, the agency has created an Alison Jackson-style series of photos of the Queen in various situations. The monarch will be featured in comical situations such as carrying a bag of baby presents out of a Coral outlet and making a bet on the baby’s name. The shots will be distributed through social channels and PR.
The third part of the campaign taps into on the popularity of Game of Thrones, the latest series of which launched last week. ‘Coral Name of Thrones’ aims to drive engagement on Coral’s social channels by highlighting some of the most popular (and least popular) baby names that can be bet on from the long list of people in line to the throne.
Video content devised will feature everyday folk in the lower reaches of the line of succession, each a potential candidate for having the royal baby named after them and all given a Game of Thrones twist. Punters will be able to bet on characters such as Zenouska, the shadowy estate agent from Guildford, 54th in line to the throne and 1000/1 to be the name of the next Royal Baby.
Tania Seif, at Coral, said: “The betting public loves a fun bet, and the Royal Baby campaign aims to put Coral at the heart of the fun and become front of mind for those wanting to take a bet on our range of royal baby bets. We’re confident that this will be as successful as our previous campaigns with Space have been, not only in showing off the humorous side of Coral but also driving our share of voice in a key betting period.”