Cannes Lions
PUBLICIS CONSEIL, Paris / PMU / 2013
Overview
Entries
Credits
Execution
-The idea : oversize the "real" gain materialization
-Media Idea : use the canvas covers that protect buildings during rehabilitation as a huge poster that serves our purpose.
Outcome
This idea, as part of PMUs 'big earnings' campaign, contributed to change the perception consumers had of betting - Stimulating existing gamblers / new gamblers with the idea that betting on horses can change your life, the campaign really boosted the PMU business (a real challenge knowing how big this business was already and PMU is historically a leader on this market).
>For the 1st time in history, PMU achieved a 10 billion turnover
>+4.5% on PMU Horse-betting business
>+2% of market shares - from 83% to 85%.
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