Wild horses to highlight Cheltenham at William Hill

13th March 2017

Bookmaker William Hill has installed dynamic windows in several branches – in London, Manchester, Leeds, Sunderland, Coventry and Birmingham – to highlight the horse racing at the Cheltenham Festival.

The takeover displays, launched this week, were developed by retail and shopper marketing agency Savvy with the objective of grabbing the attention of passers-by. Moving hologram horses and riders gallop across the windows before picking up pace and appearing to break through the glass.

£600m will be bet on the races at Cheltenham, with heavy competition from rival high street bookmakers and online operators. The retailer wanted to create standout for its branches, in a market where product and price messages were widespread.

William Hill head of retail marketing Liam McKee says, “Cheltenham is a key event for us. We know we offer great odds and great expertise but unlike most of our competitors we will also show all live UK horse racing every day of the festival. We wanted to bring to life our in-shop experience in our windows to generate a real sense of theatre and get people engaging with us.”

“William Hill shops show all the live racing and we really wanted to capture that energy to create an industry first standout idea that could stop people in the street and be drawn to what is going on,” says Savvy creative director Stuart Anderson. “The hologram creates some showpiece theatre and reinforces the idea that William Hill brings you closer to sport, and launching this thought for Cheltenham seemed like perfect timing.”