Marketing non convenzionale: the GeV challenge. Intervento in aula Giancarlo Perrotta

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2 Marketing non convenzionale: the GeV challenge Intervento in aula Giancarlo Perrotta

3 Agenda Today objectives Gratta e Vinci short history Times change Digital challenge

4 Agenda Today objectives Gratta e Vinci short history Times change Digital challenge

5 Today objectives Condividere la case history Gratta e Vinci Le sfide di Lottomatica al lancio del Gratta e Vinci Le soluzioni adottate per il lancio L efficacia dell approccio non convenzionale Definire oggi il non convenzionale L evoluzione del contesto di riferimento Il customer journey del Gratta e Vinci Il nuovo customer journey Lanciarvi una sfida Digital in-sights The challenge

6 Agenda Today objectives Gratta e Vinci short history Times change Digital challenge

7 Gratta e Vinci: a short, yet successful, history ~16,2M players ,1 9,3 9,3 10,1 9,7 9,6 9,5 8 7,8 5 ~10M players 3, ,6 Mgnt AAMS 94 1,5 Mgnt AAMS 95 2,1 Mgnt AAMS 96 1,2 Mgnt AAMS 97 0,8 Mgnt AAMS 98 0,5 99 0,4 00 0,2 01 0,2 02 0,2 03 0,5 04 1,

8 The Scenario back in The scratch and win in Italy reaches the lowest sales level The «Curno effect» (1996) Competition: new games are introduced (SuperEnalotto 1998) Few games and confused portfolio without the Brand No/low advertising Scratch and win decline is mainly due to loss of trust from players and lack of communication 8

9 2003: the turninig point Lottomatica takes over the management of the scratch and win from AAMS (Monopoly of State) 9

10 LOTTOMATICA has 2 main objectives: Give a strong personality to the game by creating a recognizable and strong brand equity Have a coherent and consistent communication in every touchpoint with the consumer 10

11 Lottomatica had to 1. Understand how players view the game; its core rational and emotional values 2. Define the boundaries of the equity and grow within them 3. Communicate the equity values consistently over time 4. Make sure all bundle elements work together to reinforce the equity 5. Establish a firm positioning

12 The Equity Strategy PROMISE The easiest way to feel the emotion to win CONSUMER INSIGHT «In my life I need a small daily joy, an easy entertainment without feeling guilty» REASON WHY Is funny and catching Is easy and immediate Chances to win are a lot BRAND PERSONALITY Is someone that surprises you every day with new emotions Adds some «spice» to your daily life

13 The name of the game All market tests confirmed that gratta e vinci (scratch and win) was identifying a specific and well recognized category The name was highly appreciated by consumers: «is a great name, it means you are always a winner!» «is quick to say, like scratching!» «is so easy to use, easy to win!»??? A winning solution, from scatch and win to THE SCRATCH AND WIN The «Gratta E Vinci» brand was born *Fonte: Eurisko - Pre test qualitativo G&V - Luglio 2003

14 The Logo Graphic Evolution Friendly and inviting, with the V representing the winner Rounded and kind of 3D to underline the dynamism of GeV YELLOW gives joy and willingness to play without aggressiveness BLUE is reassuring and institutional, giving the brand a different status vs other games Fonte: People test per logo - ottobre 2003

15 What Does Your Brand Deliver? the Brand Payoff The brand payoff is why consumers should use your brand Desirable, Unique, Believable The brand payoff must: Be relevant to your target group Give you an advantage vs. other products in your competitive reference point («Win Often, Win Now»)

16 So let s sum up the GeV project Brand Idea Brand Equity Positioning Single-minded Compelling Reason to choose our brand What the consumer thinks and feels about a brand that creates its character and its uniqueness How marketers want consumers to perceive where a brand fits relative to other brands in the category Creative Expression How the brand idea is creatively expressed to amplify target impact and appeal Gratta e Vinci! The easiest way to feel the emotion to win Win Often, Win Now!

17 The GeV creative expression: Do you like to win easy?

18 Communication Evolution: from Brand to Product / BRAND CAMPAIGN PRODUCT CAMPAIGN FAMILY CAMPAIGN PRODUCT CAMPAIGN Torero Calcio Corsa Bungalow Maxi + Rendite Cruciverba +Casinò Rendite Miliardari Relaunch

19 Brand TV Campaign Adv 1 Adv 2 20

20 Brand/Line Print Campaign 21

21 Where are we after 10 years of Communication? Ti piace vincere facile? (together with the jingle) is now part of the everyday spoken Italian In the first years GeV advertising got the appreciation of 80% of the audience (even if not players) Also positive the invitation to the game itself, clearly delivering the idea of the easy win ADV was also able to positively influence the public opinion on the game itself...not to speak about sales 22

22 Agenda Today objectives Gratta e Vinci short history Times change Digital challenge

23 yesterday vs. today 24

24 current scenario 25

25 Traditional customer journey 55% 45% 38% of equity planned purchase impulse purchase 26

26 Digital Evolution 27

27 New customer journey again 28

28 Agenda Today objectives Gratta e Vinci short history Times change Digital challenge

29 Digital Marketing Essentials 30

30 Threats of Digital Marketing Essentials = touch point = field to conquer = target the offer = I Know who you are!! = service to provide = I tell you what you need = bonding potential = free adv 31

31 Insight on mobile 32

32 Downloading the fake goal 33

33 Once upon a time 34

34 How Gratta e Vinci can be part of the digital revolution? 35

35 Where we are 36

36 Your challenge: The GeV App Definita per: Target: (giocatori GeV, nuovi giocatori, giocatori del web) Caratteristiche dell App: (una App per ogni gioco, una App contenitore di giochi...) Contenuti dell App: (solo giochi, informazioni sulle vincite, contenuti relativi al GeV tipo nuovi lanci, promozioni.) Interazioni con il Punto di vendita: (se previste) Interazioni con i social media: (se previste) 37

37 TO BE CONSIDERED content competition? Which kind of App? Retail link? 38

38 and do not forget the purple cow paradigm Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable Godin, Seth (2003). Purple Cow: Transform Your Business by Being Remarkable 2. Remarkable doesn't mean remarkable to you. It means remarkable to me. Am I going to make a remark about it? If not, then you're average, and average is for losers. 3. Being noticed is not the same as being remarkable. Running down the street naked will get you noticed, but it won't accomplish much. It's easy to pull off a stunt, but not useful.

39 Giancarlo Perrotta Instant Lotteries Marketing Director THANK YOU