Ten lucky people were offered life changing involvement with the brand, £100k for charity and a true “in the saddle” horse racing experience! The run-up was frantic, partnering with The Mirror we followed the journey of the budding jockeys, tracking recruitment, training and success on the day. The riders and wider public were totally gripped with video diaries, blogs, and a BBC live broadcast. Sky’s documentary covered the emotion of the participants in the final furlong.

We received 3,500 race entries and 5.3m hits on-line. Brand share increased 26% during the campaign and Off-trade rose by 41%, (double 2006 growth).PR coverage through BBC.co.uk, BBC1, Sky 1, radio stations & national press exceeded £1,400,000.