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Ruby Fortune, an international online casino wanted to attract new members but wanted to look at a different audience profile outside the saturated mainstream market.
Our research showed that there was a high number of gay and lesbian gamblers; that no one was actively targeting. We proposed a fully integrated creative campaign to drive trial and engagement, incentivising sign-up with a £10,000 shopping spree at Selfridges. The campaign was promoted across a complete media-mix of printed press, online and field-marketing at regional Pride events.
By the end of the campaign, the website had received over 50,000 unique registrations and transaction value was an average £1,100.