In 2008, Lotto introduced MyLotto, offering Kiwis the opportunity to play online anytime and anywhere. In 2014 Lotto turned its focus to ensuring new players were getting the best value from their MyLotto membership.
justONE was tasked to create a new onboarding programme that would get new players excited about MyLotto and maximise their engagement with the brand.
It needed to be:
• Mobile (50% of MyLotto comms are opened on mobile devices)
• Visually engaging
• 100% customer-focused.
We used a robust process of behavioural analysis and surveyed new players to generate insights which would inform our contact strategy. Applying direct marketing best practice, strategic development and effective implementation, justONE transformed the way MyLotto onboards new customers, without a single offer or incentive.
The results
In the first 4 months, revenue generated by new players increased by 6%. This increase represented a ROI of over 400% not taking into account lifetime value.
