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Increasing the price of

EuroMillions in the UK. Increasing the price of. by 33.3%. $7.5 billion p.a. game Operating across 10 European lotteries, 3 currencies, 2 time zones Weekly sales from $200 million, ranging up to $400 million per week.

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Increasing the price of

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  1. EuroMillions in the UK Increasing the price of by 33.3%

  2. $7.5 billion p.a. game Operating across 10 Europeanlotteries, 3 currencies, 2 time zones Weekly sales from $200 million, ranging up to $400 million per week

  3. The inside story ….of a price increase, without a drop in player participation

  4. The results…..48 weeks post £1.50 to £2: Player participation growth by a further 5% of all adults -to 33% 11% increase in number of tickets sold 7% adjustment in boards played Revenue growth of 38%

  5. LOTS OF POS

  6. LOTS OF PALLETS!

  7. Entire company got involved

  8. Even the Mayor of London mucked in!

  9. 3rd Licence from Feb 2009 - 5 year Game Plan/Pipeline Turnover Beyond the Core Extend the Core Refresh & Optimise the Core Time

  10. Beyond a credit crunch

  11. Dianne Thompson , Group CEO, Camelot Group

  12. The consumer has always been our boss in everything we do

  13. Spot the person wanting a price increase…

  14. But done right….brands can command a premium price

  15. Against a backdrop of the need for growth, UK players felt nobody ever won in the UK “Nobody ever wins in the UK” “EuroMillions is that game that is run somewhere in Europe, and all the money goes to good causes there ” “You’re not just up against the UK but the whole of Europe”

  16. Our objectives were two-fold Drive further brand growth and therefore deliver greater returns for Good Causes Overcome UK resistance to EuroMillions and reward players with more of a UK winning experience

  17. The strategy…. Increase the price of the game by 33% to £2 Introduce the UK Millionaire Raffle…..£1m prize guaranteed each and every week in the UK on top of the chance to win big jackpots Funded by the increase in priceraised by the additional 50p All players automatically entered for every line they play

  18. Telling the story… Inform Don’t just see the 50p as a price hike Retailers and Below the Line Excite Guaranteed UK MillionaireLed by Above the Line Integrate Price rise linked tothe benefit of the millionaire raffle

  19. Campaign message This Friday, the EuroMillions jackpot is a massive £82m. EuroMillions is now £2 and includes the new Millionaire Raffle where every week, one lucky UK player will win £1m – guaranteed.

  20. Consistency at every touchpoint Gold Union Jack Pinball used as the consistent brand icon throughout the communications

  21. Retailers Needed to reassure them Focused approach Cash benefit Complete saturation

  22. Across every touchpoint Counter card Ticket Message Media Screen Customer hotline

  23. TV Advertising pivotal to the plan Would ensure quick coverage in terms of players reached Offering the best platform for engagement and excitementand was a proven channel for us in terms of return on investment

  24. Broadcast − Press and Radio

  25. Online and Digital • Driving registrations • Sign-posting • Fulfilment

  26. Broadcast − TV To help create mass visibility and awareness…

  27. Business results…..pre and post

  28. Business results….. Lotto sales Price increase Source Camelot Sales from Apr 07 – We/ 4 Oct 2010

  29. Not really…….in 2010

  30. Not really…….in 2011 2 guaranteed UK Millionaires made every week 174 UK Millionaires made by 2nd anniversary this Nov Clear scope to grow further

  31. Not really…….in 2012

  32. Looking ahead to $2 Powerball Napoleon: “I base my calculations on the expectation that luck will be against me.” “It’s the consumer perception, stupid’

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