Betfair saw themselves as a tech company. Tech excited them. Trouble was, it didn’t excite gamblers. Most punters didn’t even get it. But they had a great piece of innovation in the pipeline. It was called Cash Out and it would fundamentally change betting as we knew it. Within 6 months of the ad going on air they had gone from being 30,000 new customers behind target to 40,000 ahead of target. A 70,000 swing because we understood the audience and made a commercial for them. And not a commercial for anyone else.