PartyBets was PartyGaming’s online sports betting site. Working with a very tight budget – that apparently did not extend to paying for photographs – our head of creative came up with the copy-heavy ‘Interested?’ campaign. Each week we would be given a number of big sporting events and have come up with a witty headline to pique punters’ interest. A box below the headline contained a little more information explaining our offering. The ads then appeared in the national newspapers and on the London tube. I wrote three headlines, see below.
Interested in darts?
Raymond van Barneveld, known as ‘Barney’ to British fans, is one of most successful darts players in the world. We offered the best odds on every match he played in the Grand Slam of Darts 2007. This headline is a play on the famous ‘Barmy Army‘ of super-fans who religiously follow the England cricket team around. At that stage Barney fans did not call themselves the Barney Army, though it appears that the internet now contains a few who do.
Interested in boxing?
Boxing might have been invented in Britain, but our record has not been so great. However, Ricky ‘The Hitman’ Hatton was named Fighter of the Year 2005 by the prestigious US boxing magazine, The Ring, making him the first British boxer on the list since it began in 1928. On 8th December, 2007 Hatton came face-to-face with Floyd Mayweather Jnr in a battle that was dubbed ‘Undefeated’, as neither boxer had yet lost a match. The winner would be crowned Welterweight Champion of the World. Sadly, the Hitman was outclassed by the American who is now regarded as one of the greatest boxers of all time.
Interested in racing?
In the world of National Hunt racing between 2005 and 2012, Kauto Star shone bright and ran fast. On his death in 2015, Champion Jockey A.P. McCoy called him “the most complete chaser of the modern-era”. He was favourite to win the King George VI Chase Cup 2008 that is run every Boxing Day at Kempton Park. This was my headline for our odds on the race.