The promotion
In September 2018 Harborough District council decided to run an advertising campaign for
their lottery Harborough Lotto, they decided to create bin tags that would be distributed by
refuse disposal in addition to normal bin collection rounds to 40,000 residents.

The marketing tool
The promotional material was a “bin luggage tag” made
from 350gsm Recycled Board. Size being 382 x 60.5mm.
Quantity made was 40,000 units


The costing
The tags cost was £2472 to print and the refuse
disposal centre charged £1200 to distribute the
media. The total cost of this advertising campaign
cost £3672.


Performance/return
The results started to show quickly as our call teams
reported dealing with a high volume of callers that came
to support the lottery via the bin tags they had seen that
very morning. Pre-bin tag the lottery ticket count stood
at 820, after the campaign the tickets rose to 972, an
18.5% increase in ticket sales.


SUMMARY- ROI
Out of 40.000 residents advertised to, 150 additional tickets were bought during the
promotional period which is a 0.38% take-up rate. The acquisition cost of a ticket is
£24.48, this generates £31.20 per year for good causes. The additional 150 tickets
generate £4,680 a year for good causes.

In addition to an increase in ticket sales, 40,000 members of the community have been
exposed to information about the lottery, meaning that the lottery has been promoted
40,000 people for £3672, or 9p per impression. What other advertising could/would you do
for 9p per impression?