MS Black Edition
A combination of current web trends, dramatic visual design and target marketing made the most of a very rare opportunity for MS Queensland. The charity organisation knew it was on a lottery ‘winner’ last year when it secured an exclusive Mercedes-Benz C 63 AMG Black Edition luxury car to offer as their main lottery prize – the vehicle was one of just 32 imported to Australia and highly sought after. Despite a limited budget, MS Queensland not only ran a fully subscribed lottery that sold out early, but they substantially increased their supporter base and streamlined their ticket purchasing process.
The dedicated website created for the ‘Black Edition’ lottery aimed to attract new customers. It featured stunning photo banners to showcase the prestige vehicle; and MS Queensland accepted the recommendation to adopt Shopify, an e-commerce solution that allows customers to quickly and easily buy lottery tickets online. This facility offers security and one-stop convenience for customers – key motivators for them to make an immediate purchase.
Lottery Manager at MS Queensland, Kim Gannon, said while the conversion to Shopify entailed significant behind-the-scenes programming work, this was far outweighed by the long-term benefits of the streamlined ticketing process.
She said her team could now take orders online, provide immediate feedback to customers, and email e-tickets the following day. The software also captured email addresses for use in future lottery promotions.
Another factor contributing to the success of the lottery was an all encompassing campaign which, in addition to the website, incorporated print, online and email marketing. Mercedes-Benz also allowed its database to be used in the campaign – and happily for MS Queensland, popular television program, Top Gear, gave the vehicle a glowing review at the time.
Thanks largely to the expanded customer base, MS Queensland’s regular monthly luxury vehicle lottery is consistently meeting ticket sales targets – and to maintain the ‘Black Edition’ interest and sales success, MS Queensland has just launched a further lottery. First prize is a Limited Edition Mercedes-Benz C 63 AMG, just one of 10 in Australia; plus $10,000 in cash for a winner with multiple tickets. Second prize is two round-the-world first class airline tickets.
Visit the MS Black Edition Website