Event TV: William Hill tours cash-filled lorry around London

Bookmaker William Hill celebrated the launch of its biggest ever prize competition by touring a lorry loaded with cash around London last week (3 August).

The lorry was driven around a number of London landmarks
The lorry was driven around a number of London landmarks

The vehicle was specially constructed for the stunt and featured transparent sides so the public could see the wad of money being transported. It was driven past a variety of London landmarks, drawing the attention of both Londoners and tourists.

A film of the stunt was uploaded to the brand’s YouTube page and social media channels earlier this week (10 August). It features footage taken on a webcam positioned inside the lorry as it made its way around the capital.

The experiential campaign was designed to promote William Hill’s £50m prize, which will be given away to the lucky winner or winners who correctly predict how the Premier League table will finish in May using the company’s Prem Predictor.

Agency Umpf is working with William Hill on the campaign.

The initiative is also being supported by a social media campaign. The brand’s Twitter header is being updated every five minutes with a live photo taken from another custom built web-cam that is located inside the £50m’s secret vault.

A spokesperson from William Hill said: "No bookmaker has ever given away a £50m prize, so to celebrate our one-of-a-kind jackpot we needed an equally audacious stunt. Whilst the whistle-stop tour may have been too quick for some to see, the public can now keep their eyes on the prize via our exclusive Twitter web cam.

"Putting the prize on show via the truck and the webcam is a first for us, but we hope it’ll help deliver the message that we’re serious about our £50 Million prize."

More: Fresh brings to life William Hill's Cheltenham Festival activation

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now