20 Sep 2017

England Hockey – Hockey Women’s World Cup Ballot

england-hockey-WePlay

Our digital campaign with England Hockey that delivered over 100,000 conversions


EngBallot

Overview

England Hockey and WePlay collaborate to generate over 100,000 ticket applications in the public ballot for the 2018 Hockey Women’s World Cup.

Objectives

To develop and execute a campaign that would drive ticket application entries to the 2018 Hockey Women’s World Cup. Campaign performance was measured against the set key performance indicator of 50,000 ticket applications

Approach

With a true showcase of women’s sport coming to London, England Hockey opted for a Public Ballot to cope with the demand for tickets. The campaign, entitled ‘Pure, Hockey, Gold,’ opened on the anniversary of Team GB’s gold medal-winning heroics in Rio from 2016.

Our campaigns are built on a foundation of consumer data gathered from client-owned assets, which include – websites, CRM databases and social media channels. The data is then correlated with insights learned from previous campaigns and behavioural and audience interests inform the creative messaging used to engage the target audience and drive conversions.

With over 100,000 tickets applied for, multiple sessions sold out and a whopping 50% of the applications coming from new fans of the sport of Hockey, this campaign has made a big impact on the commercial future of Hockey in the UK.

This sort of activity is essential to achieving directly trackable targeted marketing which can be refined for every subsequent campaign to drive greater ROI. WePlay have clearly demonstrated that they know how to get through to sports fans.

Andy Brown - Head of Sales & Marketing at England Hockey

Wins!


105000
Tickets
22%
Conversion rate
50%
Data From New Fans

Want to talk to us about a project?