Gala Coral Group
A fifteen year relationship
Unit 3 has been working with Gala Coral Group - the UK’s leading provider of high-volume, low-stake gaming leisure - since day one, fifteen years ago. We provide a range of services to the company which includes using the award winning impact rapid response, direct mail process. This means that highly tailored, localised direct mail campaigns can be designed, printed and mailed all in the same day. The system enables local managers to react at speed to local conditions such as the weather, local events and the competition, and incorporates a powerful use of technology, from the database right through to print.
Hitting the jackpot with Bingo fans
Gala Bingo regularly monitor member data. After identifying lapsed members, they asked us to come up with a new approach to get these members back into the club.
We decided that humour would be effective as it aligned well with the bingo experience, as well as a messaging approach that dealt with the ‘lapsed’ issue up front. We also wanted to tap into modern popular culture and language - something a little different, that hadn’t been tried before. The concept used was well known pop songs with lyrics that talked about lost loves. The songs and groups (Take That and The Spice Girls) were chosen carefully to have a broad populist fit with the target audience, whilst not being too serious and heavy. We developed a pair of simple, memorable one-piece mailers that were catchy and whitty.
Gala found a high percentage of this lapsed cell were prompted to re-visit their club and use their vouchers as a result.
Award winning impact rapid response
Unit 3's direct marketing initiative for Gala Bingo was the overall winner at the recent Institute of Direct Marketing Business Performance Awards - the most coveted prize in British direct marketing. Against stiff competition from eight finalists, including Classic FM and BT, Unit 3 and ISD Computer services carried off the Diamond award for what the judges said was a powerful direct marketing initiative.
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We look forward to continuing to work closely with Gala Coral Group on developing their direct mail activity further.