Premier Sports & William Hill Scottish Cup

After a number of successful OTT campaigns, WePlay were appointed by Premier Sports, the home of Guinness PRO14 Rugby, to develop an integrated creative and digital customer acquisition campaign. Having already worked on campaigns with Premier Sports, the objective of this campaign was to drive the maximum number of paying subscribers to the Premier Sports network within four rounds of the 2019 William Hill Scottish Cup; 4th round, 5th round, quarter-finals and semi-finals.

For every round of the Scottish Cup, Premier Sports broadcasted two games (both including Celtic & Rangers). Celtic and Rangers are the two biggest clubs in Scottish football and, furthermore, have the biggest followings. Fixtures were analysed with targeting heavily focused on away teams, as there will be more fans watching the game at home. With a pixel placed on the Scottish FA website, we were able to target visitors successfully. With the majority of Scottish Cup games taking place on a weekend, our campaigns were run from Friday evening to Sunday morning, where there are higher points of traffic.

WePlay achieved outstanding success working on the William Hill Scottish Cup campaign with Premier Sports, with a conversion rate of a whopping 20%, a return on ad spend of 1800% and achieving a CPA 55% below target.