clubsnsw 25 year promo campaign
TRANSCRIPT
25 year Campaign Review
October 2016
Campaign Overview &
CommunicationsKeno 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
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
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
campaign
reached over
295k people
With over 28k
post
engagements
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
ClubsNSW ConferenceKeno 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