Blue Star Direct have recently completed work on our first campaign for Australia’s premier gambling and entertainment group TabCorp. The campaign objective was to reactivate dormant accounts for TabCorp’s online betting brand Luxbet, in time for the upcoming FIFA World Cup.
Tabcorp have historically utilised email as their primary marketing channel. With this campaign Tabcorp knew that they needed to really cut-through and engage with lapsed customers to re-activate their accounts. Direct Mail was selected as the channel to drive the level of engagement needed to hit the ambitious campaign targets.
The creative consisted of an A4 variable offer letter printed on Blue Star Direct’s High Speed Continuous Colour printer along with a personalised full colour digitally printed ticket with the corresponding offer. The DM received by 80,000 punters achieved conversion rates as high as 53.4%, with an average conversion rate of 21% across all five segments.
Lee Titchener, Tabcorp CRM Campaign Manager says “Blue Star Direct provided a brilliant concept for Luxbet’s World Cup Direct Mail campaign within a very short time frame. Though we requested a number of visual and data changes (some at the last minute), Blue Star Direct were more than accommodating and ensured any delays were mitigated. The high conversion rate reflected the efforts Blue Star Direct put into our campaign.”
Blue Star Direct and Tabcorp continue to work together on a number of projects.