Paddy Power was founded way back in 1988, well before the internet was accessible in the majority of our homes. The brand was created when three existing Irish high street bookmakers merged to form one large company.
Initially, the company offered its services through a range of high street shops. These were mainly based in the Republic Of Ireland, with a few branches also to be found in the UK. They then branched out into telephone betting, offering customers the ability to place bets remotely without needing to visit their shops.
Both the telephone betting and high street betting services are still available today, however these days Paddy Power are perhaps best known for their online betting products. They launched their online betting website in 2001 and it has since grown to become one of the best known and most popular sites in what is a very competitive online betting marketplace.
Paddy Power TV Advertisements
In order to promote their online satta king product, Paddy Power have spent heavily on a high profile TV advertising campaign. Their range of adverts are intended to be a mixture of the amusing and the surreal, and have featured a range of well known sports personalities including former England footballers Carlton Palmer and Des Walker, and former Liverpool goalkeeper Bruce Grobbelaar.
In 2010, the Paddy Power “blind football” advert, which featured a player in a blind football match kicking a cat instead of the ball, became the was the most complained about UK advert of 2010 according to the UK Advertising Standards Authority (ASA).
In fact, the advert received a total of 1,313 complaints, which was enough to rank it third on the UK’s all-time list of most complained about TV adverts. Despite this, the Advertising Standards Authority did not ban or censure the campaign and this particular advert achieved something of a cult status as a result.
Irrespective of your personal opinion about the advert, it certainly achieved its goal of raising public awareness of the brand to even greater heights.
Promotions And Money Back Specials
One of the key aspects of the advertising campaign was to promote Paddy Power’s range of promotions and “money back specials” with which they attempt to define their brand. These offers work by refunding a customer’s losing bets on certain betting markets, providing certain criteria are met. For example, a typical offer might be to refund all losing “first goal scorer” bets on a football match if that match finishes 0-0.
In reality, the company does not always have to pay these refunds because the qualifying criteria are chosen by them, not by the customer. However, these offers remain popular with the customer and are a key feature in the ongoing popularity of the brand.
Paddy Power now state that they are the only company with whom bets have three possible outcomes: “Win, Lose or Money Back”.
In a competitive marketplace that is contested by several big name brands, it is interesting to see how companies like Paddy Power seek to establish their own particular presence by innovative products, branding and promotions. There is no doubt that their approach has been incredibly successful to date, however, whether or not this will continue to be the case remains to be seen.