Objectives

  • 1 Maintain Fox Sports’ reputation for delivering high performing media packages to its advertisers
  • 2 Convert the reach from a multi-channel Fox Sports media campaign into opted-in leads for their client CUA (Australia’s largest credit union)
  • 3 Strengthen the association between CUA, Queensland Cricket and the Brisbane Heat cricket team.

Solution

Fox approached Peazie will the task of using their media assets to capture opt-in leads for an important client; CUA.

Peazie created a ‘Big Splash’ promotional campaign which gave entrants the chance to win an ‘Ultimate Summer Experience for four’. The prize included return flights, accommodation and VIP seating at the CUA Pool Deck for a Brisbane Heat game.

The microsite incentivised entrants to not only enter their own details, but share the promotion with their friends; offering an extra entry if they successful recruited in additional entrants.  This mechanic was responsible for almost 10% of the total competition entries, and meant the CUA brand message was being shared amongst friends.

Traffic was driven to the promotion via Fox Sports articles, display ads (across both the client and publisher assets), paid and organic social. Over the five week campaign duration we were able to track traffic, conversions and share actions by channel, working with Fox Sports to optimise the placements, ensuring the promotion converted as many opt-in leads as possible.

Results

  • Fox sports delivering not just impressions for their client, CUA, but actual opted in customer data
  • 10,000+ entrants over the five-week competition period
  • 54% of unique site visitors submitted their information via the entry form
  • 10% of total leads generated were generated by recruitment. In real terms this represents over 1000 new opt-in leads captured from ‘free reach’

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