Taking advantage of the high profile news surrounding the former Big Brother contestant Imogen Thomas’ alleged affair with Ryan Giggs, (of which following a super injunction, the Manchester United star’s name was revealed on social networking site Twitter) the bookmakers Paddy Power launched a controversial ad campaign featuring Imogen towards the end of May. With Imogen clad in a Manchester United shirt, the campaign posters carried the slogan: 'Imogen can't keep quiet about this!' and coincided with the UEFA Champions League final at Wembley, when Giggs joined his Manchester United team mates to challenge Barcelona for European football's biggest prize.
Buzz scores for the Irish bookmakers rose from -0.6 points on May 24 to 2.6 points on June 8. Looking into more detail, amongst 18-34 year olds the increase in positive Buzz around the brand was more pronounced, rising from -0.9 on May 24 to 4.7 points on June 6.
Buzz for men also showed a more marked increase from 0.1 points at the time of the campaign launch on May 24 to 4.6 points on June 8.
The significant rise in Buzz is unusual for a print campaign, as it’s usually only TV campaigns that can garner such attention amongst the general public for a brand.