The awards honour the companies’ innovative strength in developing an insight-based email campaign for their client Camelot.

Camelot, operator of the UK National Lottery, tasked the agencies with creating an email campaign for one of its most valuable player segments, “Multi-Gamers”, which had been derived from a value-based segmentation, developed by emnos.

The campaign objectives were to retain these key customers, win back lapsed Multi-Gamers and maximise incremental sales, thereby delivering even higher returns to Good Causes.

To achieve this, emnos helped Camelot to build up a comprehensive understanding of the value of “Multi-Gamers”, their play behaviour and lapse drivers.

Firstly, emnos used financial forecasting to understand the impact of “Multi-Gamer” churn and then used time series modelling and cluster analysis which highlighted the various types of lapse behaviour within this customer segment. To better understand the drivers of lapsing, they additionally conducted an online survey and in-depth interviews.

The insights generated were then used by Flourish to inform campaign messaging and creative, and this was developed into an automated email programme which would be triggered by changes in transactional spend and frequency in an attempt to positively influence player’s behaviour.

The campaign’s targets for retention and re-activation were comfortably surpassed: Camelot was able to retain 1% more Multi-Gamers and re-activate more than 20% of lapsed customers. In addition, the client achieved a 12-month-ROI of 12:1.

About Camelot

As operator of a national institution, Camelot is committed to maximising National Lottery sales and delivering the highest possible returns to the Good Causes in a socially responsible way.

In developing interactive services across the internet, interactive TV and mobile phones, Camelot’s aim has been to put customer choice and convenience at the heart of everything it does – enabling players to buy tickets in the way that best suits their lifestyle.

Camelot was the first lottery operator in the world to offer sales across these three channels and, by the start of 2007, had established the UK National Lottery as the most successful interactive lottery in the world. For further information please refer to  www.camelotgroup.co.uk