Read our case studies

  • BCF 'Ultimate Angler' Campaign Results

     

    The Challenge

    Improve member data quality and enrich data capture; generate incremental revenue; increase engagement through open rates and click through rates; increase marketable members.


    BCF members join instore, to receive the latest information on new products, promotional offers and discounts. However, data accuracy is not always of a high quality, due to limited time and low levels of engagement at the point of data capture. BCF engaged rubin8 to create an engaging digital activation that would compel members to play multiple times, engage with the BCF brand and earn vouchers for redemption instore. Five key objectives were set:

    1. Increase data richness and compel players to update their current details (data integrity).
    2. Generate voucher redemption in-store with a direct response from the game (trigger behaviour).
    3. Increase open rates and click through rates above normal benchmark (engagement).
    4. Increase the number of BCF members who join and opt-in to receive marketing (data capture and engagement).
    5. Create a positive engagement and word of mouth campaign to promote our brand (referral; loyalty).

    The Solution

    A branded, compelling game of skill and chance, with real-world customer benefits.

    We developed a fishing-themed game that replicated the three main variables of real-world fishing: the right bait and tackle, the right cast and the skill to land the fish. The BCF Ultimate Angler game allowed players to catch fish on any device in virtual locations across Australia. At each location, a play could fish for a particular species, using the right lure to increase chances of catching certain fish. Players could undertake activities or answer questions to unlock these lures, increasing the richness of data captured, as players were compelled to respond in order to keep playing and achieving in the game.

    Our goal was for players to visit at least three locations and unlock at least 50% of the lures at each location.


    The Insight

    Understand key member interests; ensure redemption mechanism held high perceived value.

    Our research indicated that when a fisherman is not actually fishing, he is thinking about fishing and his next opportunity to fish. Our game harnessed that desire through virtual fishing, with benefits for the client through triggered questions and game logic that required players to provide rich, meaningful data during game play to continue playing and earn vouchers for instore redemption.

    Our client also set a cap on the maximum value of redemption to be earned by individual players. Through our game development, we tracked each player’s activity to ensure they did not exceed this value cap, and provided regular reporting throughout the campaign to BCF.

    To ensure the game stimulated play and repeat visitation, we needed to imbue the in-game rewards with high perceived value. We developed an achievements list that would unlock real instore credit – this was the most visited page of the game, and the second highest area of screen time outside of the actual fishing screens.

    To minimise interruption and optimise the game experience, members who already had all required data fields completed (such as from previous membership sign-up) were immediately able to commence playing, while new members or those whose record lacked specific data fields were prompted to update all required information to qualify for prizes.


    The Outcomes

    Throughout the campaign, members continued to play, re-play and share the game, creating strong referral, positive engagement and affiliation with the BCF brand.

    • Over 50,000 members played during the campaign (data capture; engagement; referral)
    • Over 36,000 went deep enough into the game to earn vouchers (data capture; data integrity)
    • 36% redemption rate on earned vouchers (trigger behaviour)
    • Incremental revenue from in-store redemption of over $700,000 (trigger behaviour; ROI)
    • eDM open rates increased between 3-8% (engagement)
    • Click through rates increased from 5-7% average to 19-23% (engagement; trigger behaviour)

  • Tatts Group

     

    The Challenge

    Actively engage an underperforming demographic and understand the purchase motivations of this audience.


    Tatts Instant Scratch-Its engaged rubin8 to better understand the 18-35 market, who typically embrace technology and digital gaming but do not respond to the Scratch-Its brand. Previous social media strategies had performed poorly and ROI on marketing activity was low. Our challenge was to understand why, and generate insights to overcome barriers to purchase.


    The Solution

    A short-term, highly engaging branded campaign targeting the primary demographic of 25-34 year olds.

    We created a digital Instant Scratch-Its memory game that leveraged brand awareness for Tatts Instant Scratch-Its while being highly compelling for this audience. Question prompts throughout the user experience gained insights on purchase motivations and intent.

    Translating the traditional Scratch-It experience to a digital environment, players used a ‘scratch’ motion to reveal symbols under hidden game panels, requiring three matching symbols to win. Players could only reveal three panels in one turn, and received three attempts per card to match symbols before the card was reset. Players could receive bonus chances to play by answering question prompts, providing incentive to respond – and enhanced insights for Tatts.


    The Outcomes

    In just 7 days the campaign achieved over 5,000 registrations via social media and delivered the following insights:

    • 90% of players used a mobile device (Channel optimisation)
    • 43% of players were in the primary demographic (25-34) (Targeting)
    • CPL (Cost Per Lead) reduced by 85% over previous activities (Budget optimisation)
    • 73% of players played more than once (Engagement)
    • Average 14 data records collected per player (Rich data capture)

  • Suncorp

     

    The Challenge

    Leverage sponsorship spend; understand audience lifestyle and purchasing orientation; drive traffic to marketing activation to increase conversion and ROI from event sponsorship.


    As the official sponsor of the Brisbane International (Tennis), Suncorp engaged rubin8 to conduct a ‘test and learn’ digital marketing campaign to uncover lifestyle and interest insights of attendees and deliver tangible results from event sponsorship – specifically lead generation, customer acquisition and upselling existing customers. The in-stadium campaign was designed to evaluate the relevance of the event sponsorship for the target audience, capture rich consumer data, drive fans to Suncorp’s onsite activation and increase brand awareness.


    The Solution

    An event-specific, real-time, branded game-based campaign, tailored to tennis fans.

    We developed an engaging tennis-themed digital game, delivered via SMS to event attendees. Players were prompted to select as many balls as possible by clicking locations within the onscreen court (up to five). As each ball was selected, a lifestyle or purchase question uncovered attitude and behavioural insights – the more balls selected, the more questions and responses were captured.

    The objective of the game was to predict the ball position on court at various stages of a live game. When the ball position, measured by Hawkeye in real time, matched the user’s selection of the ball location onscreen, the player won a prize. At the end of the game, players were directed to Suncorp’s Oasis Marquee activation and rewarded with giveaways, providing further opportunities for engagement and conversion.


    The Insight

    Understand key lifestyle and interest factors to leverage sponsorship spend and ensure greater relevance in marketing activations.

    Our campaign uncovered important lifestyle insights from fans of the Brisbane International. For example, ‘cooking’ rated strongly amongst attendee interests, providing Suncorp with opportunities to leverage this interest through future events to boost engagement and participation, such as a celebrity cooking demonstration.


    The Outcomes

    In just 6 days the campaign achieved high levels of participation and the following insights:

    • 88% of players clicked through and answered all 5 questions (Engagement)
    • 88% of players provided 6 registration data points (Rich data capture)
    • 35% of total event audience played (Lead generation)
    • 3.5% conversion rate (Acquisition)

  • National Storage's Locker Room

     

    The Challenge

    National Storage is one of Australasia’s largest self-storage providers. A publicly listed company, National Storage provides self-storage solutions to over 35,000 residential and commercial customers at more than 100 storage centres across Australia and New Zealand.

    National Storage sponsor six sporting codes, including NRL, AFL and A-League, among others. rubin8 was commissioned to leverage National Storage’s sponsorship spend, engage with footy fans in-stadium, digitally engage through competitions, news and game play, and heighten brand awareness for National Storage.

    rubin8 was initially engaged to develop a brand awareness project via a custom website that could educate, inform and capture consumer information. Through collaboration with our client, we expanded our deliverable to include rich data collection and analysis.


    The Solution

    A sport-specific, real-time, branded game-based campaign, tailored to sport fans.

    We developed the NS Locker Room – a game portal where fans could learn, enter competitions and play games. Repeat visitation and compelling drivers to continue game play were critical to the development of our solution.

    Tablets at sponsored home games provided further opportunity to market the NS Locker Room in-stadium and attract new audiences. NS display a branded converted storage container – the NS Locker Room – at the stadium entry to attract footy fans, providing the chance to play and enter the draw for game jerseys and finals tickets. This created high impact brand awareness, immediate perceived value and incentive to play.


    The Outcomes

    This project was initially commissioned to drive brand awareness, rather than consumer insights.

    However, in partnership with National Storage, we compiled a key findings report analysing player behaviour, attitudes and preferences, which provided further opportunity for NS to optimise their marketing. On the basis of our campaign and insights, we were retained for a further year.


Our clients

We’ve delivered big results for big brands, from banking to retail to hospitality and entertainment. But we’re not just for the heavy-hitters. Whatever your industry, whatever your outcome, whatever your target, our scalable platform delivers customised campaigns that exceed your expectations.

Want more? Read our Case Studies and visit our Blog and to discover how we helped these brands WIN.

McGrath Foundation
Parmalat
Sanitarium
Newscorp Australia
National Storage
UBet
Crownbet
The Lott
Lottery West
Apia
Queensland Reds
4D Magnum
ANZ
BCF
Lion
Suncorp
Wyndham
Jockey
Union Shopper
RACQ

Our clients

We’ve delivered big results for big brands, from banking to retail to hospitality and entertainment. But we’re not just for the heavy-hitters. Whatever your industry, whatever your outcome, whatever your target, our scalable platform delivers customised campaigns that exceed your expectations.


Want more? Read our Case Studies and visit our Blog and to discover how we helped these brands WIN.

Who are our clients?
McGrath Foundation
Parmalat
Sanitarium
Newscorp Australia
National Storage
See more
UBet
Crownbet
The Lott
Lottery West
Apia
See more
Queensland Reds
4D Magnum
ANZ
BCF
Lion
See more
Suncorp
Wyndham
Jockey
Union Shopper
RACQ

Partnering with the best

The best games require a strong team. That’s why we critically select only the best industry partners to deliver your campaign. We are proud to partner and recommend:

Partnering with the best

The best games require a strong team. That’s why we critically select only the best industry partners to deliver your campaign. We are proud to partner and recommend:


See our Hosting partners
See our CRM partners
See our Strategic partners

Contact us

Don't hesitate to get in touch with us.

We would love to discuss how we can enhance your next consumer campaign.

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