MyLotto - Re-engagement Campaign
Industry Bronze - Travel & Leisure
Ben Goodale, Amy Watson, Stuart Hinds, Drew Ayers, Melanie Coventry, Georgie Butler, Kelly Elcock, Stacie Buswell, Justin Biddle
Mark Lee, Ben Coney, Jeanne Davies, James Graham
Lotto NZ launched the ability to play online in 2008. Since that time it’s become a popular way to play, with the majority of New Zealanders who play Lotto every week playing online at MyLotto. The benefit of them playing online is that their playing behaviour can be monitored and tracked. This data can then be used to offer a better customer experience and more relevant communications.
Lotto NZ is strategically shifting to become a more customer-centric organisation, which will lend itself to a more positive player experience.
Through this re-engagement campaign, Lotto were able to turn their customers’ balances into a positive experience with MyLotto. Nothing more was asked from customers than to log in and take a look. The very positive response led to engagement and customers playing MyLotto again.
The campaign took a dormant group and made them active players again, breaking down the previous barriers they might have had. The campaign was smart, simple and effective and required minimal costs to execute.
Talking to customers in a personalised and targeted way was a winning combination.