London, 4th April 2017
Straight from the horses’ mouth: M&C Saatchi PR picked a winner to land a successful April Fool’s story for international music streaming service, Deezer.
With April Fool’s Day falling just a week ahead of the Grand National, we capitalised on this news hook by issuing a ‘world’s first’ April Fool’s Day story for Deezer. The global music streaming service announced, ‘For the first time ever, horses running in the Grand National have been given special permission to wear hi-tech headphones which play music during the iconic race.’
To make the story believable, we still had a few hurdles to jump over. Thanks to the team at Fergal O’Brien Racing, we had our Grand National runner, Perfect Candidate. A train ride and taxi journey later, we carried out a shoot on location in the Cotswolds, capturing both video content and stills to support existing press materials, including commentary from both the Jockey Club and trainer.
The result? Nearly a full page in the Daily Mirror, and a further seven national hits! Take note of the puns – they were given a “top marks” by The Guardian!
Kat McGettigan, Head of Consumer said, “April Fools is always a tough brief, but this came down to a great topical and timely idea that really did have ‘legs’, allowing it to go beyond a national print exclusive to drive further coverage and conversation in print and online. A horse-some effort all round.’