Standing out in the cluttered betting category is tough. Standing out during the Spring Racing Carnival is even tougher. With Ladbrokes unable to compete on spend, and more than half of their yearly new customer targets needing to be achieved in only 9 weeks of Spring, staying top-of-mind required an smarter approach to media than just relying on the usual broadcast channels.
Working in partnership with Melbourne’s top hotels, when guests checked-in for the Spring Carnival, we gifted them a slimline portable phone charger and Ladbrokes charge card pre-loaded with credit. By giving race goers two of the most useful things they might need at the track, we were able to give them a positive experience of the Ladbrokes brand in a non-intrusive way.
Results confirmed that, with the cheapest CPA to date of any Ladbrokes activity done offline or online ($121), as well as investment more than doubling and the number of hotels involved increasing significantly for the 2018 activation.