The Challenge:
The online bingo market has grown exponentially over the
past few years, with a variety of new brands entering the market.
Large marketing budgets have enabled relative newcomers to
establish their brands and reap the benefit of attaining large
market share.
With no marketing support for over 2 years, Meccabingo.com
needed to re-establish itself as a core online player and regain
declining market share. Drive site traffic, registrations,
depositors and active players.
Re-Establishing Brand & S.O.V
Delivering Results
What we did:
TV is the major media battleground for online bingo advertisers
- reaching critical mass and delivering a broad female audience. We
established a 'Launch weight' presence, creating cut through and
perceptively high share of voice without the benefit of a 'launch
weight budget'.
A focussed high level frequency campaign was booked to run
across 'daytime' TV on key opportunity recruitment days …. 'Pay days & Play days'. The first
burst concentrated on core ITV1 regions and ITV2&3 National
digital channels, with the second burst evolving to a full national
ITV1 campaign as well as ITV2&3 and 20 x select SKY
channels.
The result:
Major KPI's were achieved for first burst of activity, as well
as subsequent bursts - driving down CPA, increasing registrations,
depositors and active players, as well as increasing market share
to 7.9%, the highest it had been for 18 months.
Data showed a very positive direct correlation between TV
activity and site visits, player registrations and most importantly
depositors and active players reducing CPA and increasing ROI.