The country stops for The Melbourne Cup. But while that guarantees big, last-minute betting, the build-up races and pre-betting for the big one wasn’t where it should be. So, to get punters betting much earlier, we decided to bring patriotic fervour to the conversation, using legendary sports stars to rally the country, enlisting mass support for local horses in the races leading up to big one. By reminding the country of our proud history, and playing on our massive rivalry with the Aussies, we created a movement where fans got behind local horses and in doing so a conversation that went the distance.