Deaf Lottery Partnership: Driving Sales and Awareness

A strategic media partnership was established with Deaf Lottery, focusing on targeted regional markets to drive sales for their lottery campaigns and enhance brand awareness. The collaboration also aimed to explore and validate the effectiveness of radio advertising as a viable awareness channel for a client traditionally hesitant in this area.

The key objectives were to:

• Increase revenue in specific regional markets through targeted advertising for Deaf Lottery campaigns.
• Achieve a positive Return on Investment (ROI) from the radio advertising spend.
• Demonstrate the efficacy of awareness-based advertising channels, such as radio, to a client historically cautious about investing in them.
• Strengthen the overall partnership with Deaf Lottery and Rebel FM.

Insight: Direct engagement and consistent messaging within targeted regional markets can yield substantial sales improvements, even for smaller markets. Furthermore, showcasing authentic, human-interest content can deepen audience connection and reinforce positive brand perception.

Solution: The campaign focused buys within specific regional markets identified as having high potential. This targeted approach allowed for efficient allocation of advertising spend and direct measurement of impact. Beyond standard advertising, the partnership innovated with a “Legend of the Week” video featuring the Deaf Lottery interpreter. This not only added a unique, human element to the campaign but also showcased the client’s commitment to inclusivity, fostering goodwill and a deeper connection with the audience. This creative content served as a strong case study for the value of awareness channels.

The partnership with Deaf Lottery has yielded exceptional results, confirming a strong ROI and client satisfaction:

• Revenue Growth: Daily average revenue in the specific regional markets targeted increased by a remarkable 42%.
• Positive ROI: The significant uplift in revenue indicates a clear Return on Investment on the media buy, leading to high client satisfaction.
• Client Confidence: The measurable sales improvements in targeted markets have successfully built the client’s confidence in investing in awareness channels, a critical breakthrough given their traditional hesitation.
• Partnership Success: Both the agency and Deaf Lottery are highly satisfied with the outcomes of this ongoing partnership, affirming its value and potential for future campaigns.