- Background
- Objectives
- Campaign
- Results
Regional TV advertising
Irish Lotto Bet is a bet based on the outcome of the Irish National Lottery, and can be played within bookmakers and betting shops. It takes place twice a week, on Wednesdays and Saturdays. Six numbers and a bonus ball are drawn from balls numbered 1-45.
Previously, Irish Lotto Bet had only advertised in-store and in the national press. The changes to the Gambling Act on 1st September 2007 meant that ads for betting brands (which were previously banned from advertising on TV) could be shown after 9pm. This gave Irish Lotto Bet the opportunity to test a TV campaign.
- To raise awareness of the brand
- To communicate the concept of playing Irish Lotto Bet
- To drive usage
A 30-second advertisement for Irish Lotto Bet ran on ITV1 Tyne Tees between 7th January and 17th February 2008. A total of 575 adult TVRs between 9pm and close were purchased.
Over three-quarters of the target market of C2DE adults saw the ad at least once, with over half seeing it at least four times. The average OTS was 9.1 (source: BARB/DDS).
"The campaign achieved our objectives of raising awareness and communicating the concept of playing the Irish Lotto Bet, with an increase in the number of punters and bets placed."
Miles Phillips, Marketing Director, 49’s Ltd
This helped drive awareness of Irish Lotto Bet. Research commissioned with an independent agency showed that those who remembered seeing the advert were over four times more likely to name Irish Lotto Bet top of mind than those who didn’t remember seeing the ad, and prompted awareness was near-universal (97%).
The main message takeouts corresponded to the campaign objectives. In particular, date awareness showed significant gains; those who saw the ads were one and a half times more likely to know the days when Irish Lotto Bet is played.
Those who saw the advert were three times as likely to have played Irish Lotto Bet and twice as likely to know someone else who played, compared to those who hadn’t seen it. Frequency of playing and advocacy also showed significant gains. Furthermore, those who saw the advert were also three times more likely to play in future.
All betting shops reported an increase in bets during the test period – some as high as 13%. Following on from this successful campaign, a second burst was launched in May, with plans to extend the campaign to other ITV1 regions.