Case Study

Coral

Coral Interactive is the online branch of the Coral Group book maker in the U.K.

The Brief

Coral Interactive approached Motivates for assistance in delivering an exciting, fresh and bespoke customer sales incentive. The campaign needed to focus on customer acquisition and loyalty and ran during the Christmas period.

Our Solution

Coral Interactive developed the idea for an innovative, multi-channel sales incentive and requested assistance from Motivates in the delivery of exceptional prizes for the campaign. The aim of the promotion was to engage Coral’s diverse customer base across the UK. The ‘A Christmas Coral’ campaign ran from 1st December through to 25th December, a peak sales period for the company.

During the campaign customers were awarded prizes from Red Letter Days Experience, Lifestyle, Incentive Travel and Gift ranges. In addition, Coral Interactive provided cash prizes as an extra incentive for the players. Over the 25 days, a new offer was presented each day on the Coral developed and branded microsite. In total, 125 prizes were distributed, with 5 prizes won each day.

Motivates delivered bespoke incentive travel prizes wherein players won holidays to Brazil, New York, Disneyland Paris and from our Lifestyle range, winners had access to over 120 of the UK’s top retail brands including John Lewis, Debenhams, Topshop and Pizza Express; via our tangible Gifts solution, customers were awarded a host of top end electrical gadgets including TV’s, fine leather goods and jewellery; and finally, we provided thrilling Experience days out including Ferrari vs Lamborghini driving days and relaxing spa breaks.

In addition to sourcing and delivering the prizes, Motivates also provided creative collateral to support the sales promotion on the Coral microsite. This versatile incentive programme successfully motivated current and lapsed customers to engage with Coral Interactive during a critical sales period and remain engaged post promotion. The high-perceived value of the prizes and the consistent interaction and communication with the players worked to ensure the success of the campaign.

The Result

“The ‘A Christmas Coral’ promotion was created to break away from what has become the “industry standard”. Our objective was to promote our wide range of products, to increase customer visits and engagement, drive loyalty & retention and reactivate existing customers and recruit new customers, whilst offering exceptional choice and value to all levels of players. During the promotional period we saw a large increase in all areas of the business and that increase continued in the months after the promotion closed. We have specifically discovered that customer performance during the promotion indicated a whopping 145% return on investment.
In addition, during the promotion we recorded the following results:

• an increase of 261% in active players in Casino
• an increase of 59% and 108% in turnover in Casino and Poker respectively
• an increase of 55% in gross gaming revenue in Casino
  an increase of 49% in Sports and 62% in Poker

Overall, the promotion was very successful in getting customers to ‘multi-tab’ as different days focused on Sports, Poker, Bingo and Lotto promotions as well as Casino Table Games and Slots. We’ve had some fantastic feedback from both regular customers and prize winners who interacted with the site each day to discover what promotion would be on offer. We are thrilled with the results of the campaign as we have seen a significant increase in customer loyalty and acquisition, which was the main driving force behind the promotion. This was an exceptional campaign which has succeeded in increasing engagement and sales during a critical period for us and beyond. We look forward to continuing our relationship with Motivates moving forward.”

Coral Casino and Games Promotions Manager