William Hill unveils interactive window displays ahead of Cheltenham Festival

Bookmaker William Hill has created a series of window takeovers in its betting shops nationwide, ahead of the Cheltenham Festival, one of the biggest events in the betting calendar.

William Hill: interactive window displays
William Hill: interactive window displays

Working together with retail and shopper marketing agency Savvy, William Hill has devised a windows campaign that takes cues from the live action sport inside the shop to create a moving hologram racehorse and jockey inside the window. The horse and jockey appear to gallop across the window before picking up pace and breaking through the glass.

Liam McKee, head of retail marketing at William Hill, said: "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."

Stuart Anderson, creative director at Savvy added: "William Hill shops show all the live racing and we really wanted to capture that energy to create a standout idea that could stop people in the street drawn them in to what is going on. The hologram creates some showpiece theatre and reinforces the idea that William Hill bring you closer to sport, and launching this thought for Cheltenham seemed like perfect timing."

The collection of windows launched today (13 March) and can be seen in seven William Hill shops across the UK, at Euston Station and Aldgate in London, Manchester, Leeds, Sunderland, Coventry and Birmingham. 

In 2015, William Hill worked with The Fresh Group to create experiential activity around the Cheltenham Festival. That same year, the brand celebrated the launch of its biggest ever prize competition by touring a lorry loaded with cash around London

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