2018 winner, Senet, customer insight - case study

How do you talk to people who don’t want to hear from you? At precisely the moment when they least want your message? In a way that will satisfy several CEOs of rival businesses, MPs and a cynical public? When your problem is complex, but you’ve got just 20% of a poster to work with?

This is the story of the first ever industry-wide responsible gambling campaign in the UK. A campaign John Humphrys on Radio 4 had decried pre-launch as “window dressing”, but which politicians now laud as “fantastic stuff”.

At the heart of its development was a ‘gambling panel’ of twentysomething men. They taught us to defy the academic convention of measuring problem gambling via lists of behaviours, but instead, to focus on gamblers’ emotions. That directly led to a message that is simple, concise, flexible and enduring.

This campaign has been adopted by a growing number of gambling companies, used as a case study for similar campaigns across Europe and, most importantly, has helped over five million UK adults approach gambling more responsibly. The five words at its core have since been recited by 3.8 million people at some point in the last 3 years. This is the story of how customer insight led to: ‘When The Fun Stops, Stop’.

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(Please note: parts of this case study may have been redacted for confidentiality purposes.)