The sporting establishment:

The people with all the money and all the power.

The boardroom dwellers.

The decision makers.

They talk, people listen.

Great to be them.

The fans:

The people with no money and no power.

The terrace chanters.

The ticket buyers.

They shout, nobody hears.

Sucks to be them.

This is the story of a brand that said ‘enough of that.’ A campaign that had the balls to stand up against the sporting establishment on behalf of the fans by listening, and giving a voice to their hopes, fears and frustrations. We Hear You! is Paddy Power’s way of giving real power to the punter. We listen to people’s sporting gripes and wishes on Facebook, Twitter and YouTube, and respond to them in a ridiculous and mischievous way that only Paddy Power could. Sometimes we don’t even mention gambling.

The campaign was a series of executions that followed the major events in the sporting calendar.

The ‘We Hear You!’ campaign sent Paddy Power’s business metrics through the roof:

• Turnover is up by +31% over the same period last year

• Bet volumes are up +46%

• The number of active customers has risen by +47%

• During Euro 2012, the amount staked increased +164% vs Euro 2008