Agency: Dialogue 141
Dialogue141 has produced a direct marketing campaign for Coral that will go out to punters to encourage them to stake money on the new football season with a free £5 or £10 bet.
Customer data taken from Coral’s Big Back Four campaign has been used to target existing football bettors who are new to the bookmaker and regular Coral customers who bet on the game. The initiative is intended to drive more football bets to Coral and increase loyalty of these bettors to the bookmaker.
The mail pack created by Dialogue141 comes in a personalised envelope bearing the words ‘Congratulations Your Season Starts Here’.
It features a personalised letter from Jeff Stelling, host of Sky Sports Soccer Saturday, which thanks the recipient for taking part in the Big Back Four promotion and confirms that they have won either a free £10 bet in the Big Back Four prize draw or received a £5 matching bet for taking part in the initiative. All betting vouchers come with the mail pack and can be used to bet on the new football season, which begins on 7th August.
The letter, which features alongside an image of Stelling holding Coral football betting slips, also reminds recipients that they will not find better value anywhere else and that Coral is the only bookmaker that shows every Football League and Premiership game broadcast live on Sky Sports and ESPN in each one of its 1,600 stores nationwide.
A total of 34,000 direct mail packs will drop on punters’ door mats during mid August.
Coral’s Big Back Four promotion ran from 7th April to 6th June and rewarded customers who placed four £10 football bets with a free £10 football bet.
Neil Hamann, managing director of Dialogue141, says: “This campaign demonstrates an intelligent use of data and encourages Coral advocates to get involved in what promises to be an exhilarating new football season with the use of free £10 and £5 bets.
“Our direct mail pack also serves to build anticipation for the new season and drives people to place their free bets at their local Coral stores.”