Our client, a privately owned casion group based in Northampton wanted to gather email data from customers who had only supplied postal addresses.
The campaign targeted three distinct user groups via a PURL web address deployed on a printed DL postcard with personalised 'lucky number' imagery which changed for each target group.
The problem:
Our client was considering a high print run of a generic leaflet. Instead we suggested getting a better return on their investment by using cross media.
Their problem was that they lacked important data such as email addresses and they needed to clarify which membership's had laspsed. Within the data they did have they could identify three distinct user groups: Chinese, Asian and Affluent.
The solution:
Using XMPie, Tap Creative designed a roulette wheel themed DL postcard that showed the roulette ball landing on different 'lucky numbers' relative to each group.
For the Chinese version it was the number eight. For the Indian version the ball landed on the number one. (After much research with LinkedIn users based in Delhi this was proved to be the Indian equivalent.) The next user group was 'affluent' who could also fall into both groups - however for this campaign we used an 'affluent' theme. The affluent user group also had a higher offer shown.
Once all users accessed their PURL's, they were sent to a personalised web page where they could clarify if they were a new or exisitng member and claim their respective offer of either club points to use inside (for exsiting members), or the financial reward. Users were only sent the offer once they had submitted their updated contact information along with gaming preferences.
As users are engaging with the campaign the new user data is being used to re-market to them in the future. We will update this post as it progresses.
