Client:
The Health Lottery was founded with a very specific aim – to use funds raised from people playing, to support health-related causes in Great Britain. They knew that direct mail works for acquisition and increases player spend. But with fierce competition from the National Lottery and other big-budget UK-wide lotteries in the same channel, they would need an approach that would set them apart from these other brands when trying to acquire new players.
Challenge:
A door drop campaign in a region that performed well was chosen, with a look-alike audience modelled to target specific postcode sectors. A traditional format of a leaflet or folded A4 piece would give the brand plenty of copy space to introduce the Health Lottery, but we wanted something that felt a bit more loved, and would help reinforce the ‘feel-good’ factor of playing the Health Lottery over its competitors.
Campaign:
Our creatives and in-house production expert worked closely to create something new, and after thorough testing, they produced a bespoke heart-shaped format that unfolded to a large four-leaf clover as its finished size. The shape created instant standout, and made the core brand asset the ‘heart’, the leading image. Our copywriter crafted introductory copy that would excite and intrigue and fit perfectly within the opening spread. The designers continued the vibrant design in the middle spread with strong calls to action and reasons to play. All overseen by our Creative Director, who art-directed the piece to ensure the design and messaging made for a truly impactful piece.
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