As betting businesses prepare for a surge in bets on the sex, name and weight of the Duke and Duchess of Cambridge's second child, Coral wants to position itself at the forefront of the discussion to attract more business.
The campaign will kick off with Special Delivery, a photo-shopped montage of Charles and Camilla outside Kensington Palace in front of two specially designed Royal Mail vans – one pink and one blue – with crowds of people gathered to find out if the baby is a boy or a girl.
Space has also created a series of photos of the Queen in various comical situations, including her carrying a bag of baby presents out of a Coral outlet and making a bet on the baby’s name. These images will be distributed through social channels and PR.
The third part of the campaign, ‘Coral Name of Thrones’, builds on the popularity of the TV show Game of Thrones, which launched last week. This aims to drive engagement on Coral’s social channels by highlighting some of the most popular, and least popular, baby names that can be bet on from a list of people in line to the throne.
Space has also created video content that will feature everyday folk in the lower reaches of the line of succession, each a potential candidate for having the royal baby named after them, with a Game of Thrones twist. Punters will be able to bet on characters such as Zenouska, the shadowy estate agent from Guildford, 54th in line to the throne and 1000/1 to be the name of the next Royal Baby.
Earlier this year, Space created a micropigs activation for Coral at Cheltenham Festival. The brand also unveiled a digital blimp at the sporting event.
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