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Time Series Analysis. Norwell, MA: Kluwer Academic.37.4%, this means an increase in margin of €1.83 million.
Thus, 72% of the campaign cost was paid back by the end of
the campaign. More than half a million people in Belgium
played WFL in 2010, which is 22% of the 18–34 population,
and 40 000 more than in 2009.
In 2011, the WFL campaign received a Belgian Gold Effie
award.QUESTIONS
- Given the context in which Win for Life was relaunched,
and the situation in 2010, would you say the objectives
of the two campaigns are relevant and legitimate and in
line with consumer insights? - Are the measurement of the results of the campaign
consistent with the objectives? Why or why not?
3. Were the objectives of the campaign ambitious and
were their results impressive? In other words, did Win
for Life deserve to receive an effectiveness award?
4. The case does not give any information on campaign
pre-testing. Design a series of relevant pre-tests for the
two campaigns: what will you measure and how?
5. Can you think of other relevant post-tests and campaign
evaluation measures?
6. What might be the next step for the National Lottery?
A new communications approach, a new creative
approach, new objectives and effectiveness measures?
7. Imagine that you had to launch Win for Life in your own
country. Would your communications strategy be differ-
ent? Would you set your objectives and measure your
results differently? Why or why not?
Sources : http://www.nationale-loterij.be (accessed 15 June 2012), information provided by Marc Frederix (Nationale Loterij), Win for Life Effie case.316 CHAPTER 9 ADVERTISING RESEARCHM09_PELS3221_05_SE_C09.indd 316M09_PELS3221_05_SE_C09.indd 316 6/6/13 9:21 AM6/6/13 9:21 AM