A unique partnership between The National Lottery and Today FM which utilised our entire spectrum of shows and platforms in delivering two commercial media firsts for the client
Starcom approached Communicorp One with a view to promoting the National Lottery’s first transactional app on Today FM which perfectly fit their target audience. The two key objectives were to drive downloads and engagement. A key aspect of the brief from the National Lottery was that they wanted to use Today FM personalities and digital platforms as part of phase one of their Play Anywhere/Win Anywhere campaign.
The National Lottery identified three key themes which need to form part of this promotion; winning anytime, winning anywhere and delivering this message with the maximum amount of disruption. We needed a promotion that could happen anytime and anywhere on our schedule and we also had to make sure that we delivered excellent opportunities to engage with our digital audience as well as our radio listeners. How could we make this work within our schedule in a way that married both the client objectives and station needs?
We devised a station first and a commercial digital first in order to meet this brief, by utilising our entire schedule, all of our personalities and the full capabilities of our popular app.
We were very fortunate in having a generous €40k prize fund given to us by the National Lottery. This meant that we were able to entice our programming and social media teams into throwing out the rule book in how we approached this activity as they knew cash prizes would generate massive engagement. Because the campaign was based on a ‘Play Anytime, Win Anywhere’ message, we decided to cut the prize budget into small chunks – allowing us to surprise and delight our audience with multiple cash prizes daily and increasing their chances of winning.
Our audience was invited to register via a dedicated form on the Today FM website. The premise behind this was with a simple one-time registration, they could be contacted at anytime over the 2 week period for a live on-air call.
In what was a first for the station, we devised a mechanic that saw our usual schedule disrupted with cash giveaways. Over a 2-week period, our presenters interrupted each other’s shows with the news that it was time to give away money with thanks to the National Lottery. Unusually, the cross-station nature of this promotion included evenings and weekends making it a fully cohesive Today FM activity. This drove home the Win Anywhere, Play Anywhere message as our listeners could never anticipate when the next windfall might happen, who would be calling or how much would be won.
On-air highlights over the 2 weeks included:
This approach to the brief meant that each and every activation brought the element of surprise and resulted in some really lovely presenter interactions and 2 X presenter interactions with listeners. The novelty of a delighted winner chatting with both Ian Dempsey and Anton Savage made for great radio. This was all supported by regular live reads on every show across the week and a heavy rotation of station promos all encouraging listeners to register with us online and more importantly, to download the new National Lottery App.
In addition, the competition took on a life of its own online. We allocated 20 percent of the prize fund to our social platforms which meant that people could win on-air or online, anywhere, anytime. The bulk of online competitions happened on Today FM’s snapchat account with 2 X giveaways on Facebook. The National Lottery was Today FM’s first commercial partner on Snapchat and it gave the station and presenters a chance to incorporate fun mechanics for people to win cash each day. Each mechanic devised by our community manager hinged on the campaign’s key messages, i.e.; Selfie Anywhere – Users were asked to send us a selfie from anywhere to be picked to win anywhere. We had 12 X snapchat competitions all with unique and engaging mechanics. Each Snapchat competition video was posted Twitter and people were asked to add the TodayFM snapchat account to win with the National Lottery.
Outside of the competition aspect we had further social and display support to link people to the registration page and to a landing page with the National Lottery that featured details on how to download the new app. Each day, two tweets went out; one to tell people to download the app and one to drive registrations.
The partnership activity included
The campaign achieved above all estimations in terms of views, competition entries & reach. The numbers below will prove that the content certainly resonated with the audience and drove high engagement levels.
Our partnership with Today FM for the National Lottery app is by far the most successful radio promotion I have been a part of. The mechanic they used was genuinely different but importantly, it was in keeping with the campaign brief. The most impressive part was the multi-channel approach. Their website was the starting point for all the listeners. Two weeks before the campaign, they called for entries and continued this over the course of the campaign. Today FM used all of their social touchpoints to drive entries and created content and competitions specifically for these channels. Every single presenter got involved, rewarding the listener while keeping it interesting and driving our core message – download the app. Furthermore, they delivered a number of station firsts, which are important in making a campaign distinct.
The reason this campaign is viewed as such a success, however, was the data capture they employed as part of the campaign. Of the 15,000 details they received, 12,000 opted in to messaging from the National Lottery. We then correlated this against the existing Lottery database, which allowed us to isolate non-registered players. From here we created a bespoke CRM program which resulted in a number of conversions to the registered base and ultimately to a paying customer. Though we can’t disclose the these numbers, what we can say is that the promotion more than washed its face from an ROI perspective.
Communicorp One have changed how we will run partnerships going forward from both an online and offline perspective. From an open brief with just key messaging, they designed an amazing promotion, agreed KPIs and more than smashed these during the campaign.Ivan Eustace