TARGET DEMOGRAPHIC INSIGHT
TABCORP / KENO
Pulse 212° embarked on a mission to find out what makes the gambling market tick. Why do consumers return to venues religiously? What makes them choose what games to play? And what features do they like and not like about a particular game?
Pulse 212° identified Tabcorp’s target consumer for the Keno game and arranged a focus group, at a gambling venue, to gain insight into what makes this demographic behave the way they do. We combined a series of subject interviews with first and third party data to build a real-time overview into how this market behaves. Once this data was gathered, we presented back to Tabcorp with a genuine first-hand insight piece into media consumption and gambling triggers.
The insight that Pulse 212° provided to Tabcorp allowed them to target the most effective marketing channels in the most efficient ways in order to relevantly impact their core target audience at a time that has maximum effect.