The briefWilliam Hill wanted to reactivate dormant horse racing customers with a direct mailshot offering a £10 free bet.
The execution
Analysis of horse racing bettor behaviour had emphasised that racing bettors had a strong desire for high-quality independent information about the sport (tips and form, in other words). The copy highlighted a third-party microsite William Hill had commissioned to tie in with the world-famous Cheltenham Festival.
The outcome
By all measures the campaign was a success, driving high levels of free bet redemption and subsequent reactivation among the target audience. Please contact me for a full analysis of the campaign's results.
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