National Lottery - Play Online Case Study

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National Lottery - Play Online Case Study

  1. 1. National Lottery<br />Play Online<br />Agency: RMG<br />anpost.ie/mailmedia<br />
  2. 2. Play Online<br />The Challenge<br />Convert consumers who had failed to complete the full registration process to play lotto and euromillions online.<br />
  3. 3. Play Online<br />The Target Market<br />32,000 part registered play online consumers<br />
  4. 4. Play Online<br />The Thinking<br />The target market were clearly engaged with the proposition but the need to provide a copy of identification was proving a significant barrier to conversion. <br />As such we needed to incentivise consumers to overcome this barrier and make it as easy as possible for them to do so.<br />
  5. 5. Play Online<br />The Mailing<br />A personalised direct mail was sent out highlighting how close consumers were to completing the process and reminding them of the potential benefits that awaited them by playing online. <br />To complete the process consumers were incentivised to return their completed application by a closing date in order to be in the draw for a €1,000 holiday. <br />A freepost envelope was also included to simplify completion for the consumer.<br />
  6. 6.
  7. 7. Play Online<br />The Results<br />Against a target of 3%, the mailing delivered an incredible 14% response rate. It will now be integrated as part of the ongoing communications process.<br />
  8. 8. Talk to us<br />Talk to us<br />sign up @ anpost.ie/mailmedia<br />We’re the go-to <br />people for anything <br />to do with maximum <br />return on investment<br />and sales success <br />with Direct Mail<br />@MailMediaUnit<br />

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