National Lottery

Play OnlineAgency: RMG

anpost.ie/mailmedia

Play Online

The Challenge

Convert consumers who had failed to complete the full registration process to play lotto and euromillions online.

Play Online

The Target Market

32,000 part registered play online consumers

Play Online

The Thinking

The target market were clearly engaged with the proposition but the need to provide a copy of identification was proving a significant barrier to conversion.

As such we needed to incentivise consumers to overcome this barrier and make it as easy as possible for them to do so.

Play Online

The Mailing

A personalised direct mail was sent out highlighting how close consumers were to completing the process and reminding them of the potential benefits that awaited them by playing online.

To complete the process consumers were incentivised to return their completed application by a closing date in order to be in the draw for a €1,000 holiday.

A freepost envelope was also included to simplify completion for the consumer.

Play Online

The Results

Against a target of 3%, the mailing delivered an incredible 14% response rate. It will now be integrated as part of the ongoing communications process.

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