The 25 year anniversary campaign for Keno saw increased sales and engagement across multiple channels. Key elements included celebratory messaging on Keno game screens in clubs from September 9th to October 9th, SMS messages to clubs thanking them for their support, and a promotion giving customers a chance to win $25,000 every month for 25 years for $1. The campaign resulted in a 25% increase in 10-spot sales and overall NSW turnover was up 3.5% during the period. Targeted communications via radio, print media, social media, and events at the ClubsNSW conference helped promote the anniversary.

1. 25 year Campaign Review
October 2016

2. Campaign Overview &
Communications
Keno Game Screen Communication
• From September 9th Keno Game Screens display our
celebratory messaging, concluding Sunday, 9th October 2016
Direct Communication
• Celebrating 25 years on behalf of Keno, and thanking each
Club for their dedication & support
• SMS communication from ClubsNSW wishing Keno a Happy
Anniversary sent to Club network database
Social Media
• Facebook posts throughout the month of September themed
around ’25’
Customer incentive
• Promotion commenced 24th September to the NSW Keno
network and concluded Sunday, 9 October. Offer gave
customers the chance to win $25,000 every month for 25 years,
on top of the Play 10 jackpot win, for just $1

3. Turnover Performance
• Positive signs, with significant increase in sales above what we would
project for this level of jackpot.
• 25% increase in 10-Spot sales since campaign launch
• Minimal shift from other products
• Overall NSW was up over +3.5% in Turnover during the period v trend

4. Targeted Communications
Radio
• Exceeded planned reach expectations by 3% via the KIIS FM
network. In addition to this, frequency also performed well across
the NSW market, achieving a value stretch of 93% with 15 spots.
Print Media
• The first Full Page ad ran in the Sunday Telegraph prior to the
start of the campaign on September 18th followed by a second
Full Page ad on the 25th. Value stretch far outweighed media
investment by +34%
Social Media
• Campaign was targeted to interests on gaming and
entertainment.
• Both organic & sponsored posts were utilised via Facebook
• The video content proved most successful for driving link clicks in
Females aged 45-54yo & Males 18-24yo, highlighting audience
differences
Generated
over 650k
impressions
Facebook
campaign
reached over
295k people
With over 28k
post
engagements

5. ClubsNSW Conference
• Address the 1100+ audience of club
delegates which significantly elevated the
profile of Keno
• Beach theme utilising Keno colours and
25year anniversary logo
• Drove traffic and downloads to the
ClubsNSW Conference app
• Exposure of the Project Nova set-up which
provided a direct opportunity to sell into
member clubs;
• Live Keno Game Draw giving away $5,000
in EFTPOS Cards, whilst engaging all in
attendance
Keno Welcome Party

6. ClubsNSW Conference
Keno Welcome Party
• The event theme complemented the fun,
bright, vibrant and social brand personality
of Keno
• Live game draw activation offered valuable
exposure of the game of Keno
• Strong coverage of the ClubsNSW 25 years
logo through social media/roaming
photographer activation
• Keno Concierge team engaged all
participants and drove the Keno Live game
draw activation and a Keno Conga line