Redface Marketing picked up Best Football Betting Marketing Campaign Award 2015 at the prestigious Sports Betting Awards ceremony held at the Playboy Club in Mayfair, London.
The campaign ran for 3 weeks in over 1,200 Ladbrokes stores. Over 50,000 pieces of POS featuring Chris Kamara were produced. The media value alone was well in excess of £350,000.
The promotion aimed to encourage Ladbrokes customers to play a new football product, the ‘Midweek Top Prices Top Teams’ coupon, which Redface Marketing also designed.
The challenge was not only to encourage customers to play the bet, but to place an above average stake of £10. By placing the bet on the new coupon, customers were rewarded with a voucher for a free delicious large pizza from Papa John’s!
Betting Marketing with results
The results were a great endorsement that our strategy worked! Papa John’s sales were up by a massive 14% during the promotional period with an average additional spend of £12 per redemption. National brand awareness increased by a whopping 10%. And, in excess of 80% of vouchers were redeemed, an incredible return.
For Ladbrokes over 20,000 qualifying bets were placed, a massive number for a new product to market. In fact, it was a record performance with existing customers increasing their stake and new customer engagements.
But it wasn’t only Ladbrokes and Papa John’s who did well out of the promotion, Ladbrokes customers consumed over £300,000 worth of pizzas whilst watching the footie – now that’s what we call a Win Win result!