Challenge:Generate more leads without increasing the media budget.
Obstacles:Ads pique interest, but interest fades without a fast, easy way to express and satisfy it. “Call this number” was not a compelling enough call to action.
Approach:We identified a new technology enabling viewers to use their TV remotes to respond to our spot, on the spot. Leads, captured by household, went to VNSNY for fast fulfillment.
Results:One-touch response resulted in an average of 1,000 leads a month, far exceeding our client’s expectations and validating the new technology which we were one of the first in the country to use.
Challenge:Maximize broadcast efficiency and message effectiveness for Mohegan Sun.
Obstacles:An essential part of Mohegan Sun’s media mix, television is powerful but not precise. Waste is inevitable, especially given Mohegan Sun’s diverse customer mix whose motivations for visiting differ significantly.
Approach:Turn to tech. Early adoption of Addressable Advertising allows us to hyper-target TV, delivering different spots to different customer groups during the same commercial break on the same network.
Results:Less waste. More relevance. And with weekly analysis of segment viewership, we refine targeting as needed, with changes in networks and programs.