Presentation - the Canadian Gaming Summit

Transcription

Media Campaigns
Learnings and Future Application
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ontario charitable gaming association
1. Our BOT media campaign – what and
why
2. Design considerations
3. Learnings
2
Raise awareness that BOTs
benefit local charities
• general population
• older adults
• adults under 25
3
Test out the viability, impact and
reaction to different media
SW Ontario/Niagara vs
the Rest of Ontario
$450K
Oct and Nov 2015
4
Our partners
Strategy. Branding. Advertising.
Creative & Branding
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Play
Play to win
Support Support your community
Charities Charities benefit
Fun
Responsible
Gambling
Fun to play
Play responsibly
6
TV commercial: all of Ontario
30 second spot
75 x’s per week
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TV commercial: all of Ontario
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TV: SW and Niagara
Rogers & Cogeco TV
listings
4,000 plays
TV commercial and
Lucy Zilio
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Extra TV spot: SW and Niagara
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Radio: SW and Niagara
17 stations
30 second spot
5,000 plays
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12
www.playbreakopenontario.ca
Mobile geo-fenced advertising
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Impact
Sales - SW, NIagara, and ROO separately
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
-20.00%
Aug
Sept
Oct
Nov
Dec
Jan
Feb
-40.00%
-60.00%
SW Ontario
Niagara
Rest of Ontario
Digital: 6.8 million views
14
Find good companies to work with
15
Message creative length and
the BIG IDEA
16
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Region or area of dominant influence
Target audience
Budget
Length of campaign
18
Leverage the charity:
bonus plays, remotes
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Tracking mechanisms
Interviews
Integration of media
Partners distribution of
materials
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ocga
Be clear about your objectives
Sales vs. awareness
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ocga
Strategy and media buy first,
creative second
Low and slow vs. more
intense, time limited
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ocga
Newspapers are really expensive and
outdated
Radio has great coverage.
Can target specific times
Customize with local mentions.
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ocga
TV is not the most expensive
Digital has the most options – can
restrict geographically – all budgets
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ocga
Be uniform on the creative – a single
look, feel, and set of messages
Don’t try to second guess creative expects if your
target is younger people. They have different styles,
attitudes, use of technology.
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ocga
Another campaign
Application
Longer term
Lower and slower
More tied into POS?
Potential product tie-in?
26

Presentation - the Canadian Gaming Summit

Transcription

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