The Royal Family gets a surprise delivery

Giant teddy bears delivered to the Palace to celebrate the arrival of the royal baby.

The Brief

Raise the profile of William Hill's royal betting portfolio in the run up to the birth of royal baby number 2

The Campaign

William Hill briefed us to create an exciting stunt to promote their betting specials around the royal baby

We created a spectacular stunt, unveiling two giant 3 metre high royal teddy bears in London outside of the Lindo Wing at St Mary’s hospital right at the height of royal baby fever.

The Plan

Due to the uncertainty surrounding the birthdate we completed production on the two bears weeks in advance. However, we knew we only had a very small window of opportunity to achieve maximum PR coverage, timing was crucial.

With the media patiently waiting for the new arrival and crucially wanting something to write about, we jumped at the opportune moment on Friday 1st May 2015. The timing was impeccable just one day before the Duchess of Cambridge went into labour.

Our bears were driven down the street aboard a flatbed truck, flanked by 2 Grenadier Guards holding up plaques with William Hill’s top odds for boy, girl and celeb names.

To differentiate William Hill’s portfolio from other bookmakers odds, we positioned our story as William Hill offering bumper returns on Royal baby betting with 500/1 odds on a baby girl named Taylor after the US pop star Taylor Swift and Kanye after rapper Kanye West.

The Results

80+ pieces of coverage including Mail Online, London Evening Standard, The Independent, The Telegraph, Metro, Yahoo, Huffington Post, The Guardian

6 pieces of broadcast coverage – Sky News, E! Weekly, NBC, ABC and CTV