The Campaign

500.com is the first digital lottery company in China. As a representative of a newly-emerging industry, how could 500.com make a deep impression on clients? We redesigned business cards of 500.com and made them the first lottery business cards in the world. Each business card had a set of China Sports Lottery Super Lotto Numbers, which could directly participate in the winning announcement for the whole year 2014. After winning the prize, clients could dial the manager’s number and claim it at any time. Now, clients wouldn't forget 500.com so easily.

The Brief

500.com was actively seeking partnerships with other e-commerce companies. It wanted to make a deep impression on the target clients.

Results

Among over 1,500 VIP clients who received our business cards, 83% of them used the lottery number on those cards, and 67% established a long-time partnership with service personnel. 500.com successfully made a deep impression on VIP clients and further pushed its business consultation and the increasing of sales. Consequently, it smoothly launched extensive cooperation with several Chinese famous electronic commerce companies, including Baidu, Alipay, and China Mobile. The number of 500.com’s online active users has jumped sharply from 374,000 to 894,000, and the net revenue of 500.com has gone up 38.9%, reaching 15.9 million USD, which was greatly out of Wall Street analysts’ expectation (calculated by American Generally Accepted Accounting Principles).

Execution

We redesigned business cards of 500.com and made them the first lottery business cards in the world! Each business card had a set of China Sports Lottery Super Lotto numbers, which could directly participate in the winning announcement for the whole year 2014. Clients could check this year’s China Sports Lottery Super Lotto, if they found the hidden numbers embedded in the business card were the winning ones, they could directly dial the number on the business card to claim the prize money.

The Situation

500.com is the first digital lottery company in China. However, target clients among the electronic commerce companies often ignore the business cards of 500.com after ceremonial meetings because of their inadequate knowledge of new digital lottery. How could 500.com make a deep impression on clients?

The Strategy

Since exchanging business card is the first step in getting customers, we combined 500.com’s product with its business cards and turned them into the lottery business cards which were valid for the entire 2014! At the time business cards turn to lottery tickets worth millions of dollars, people cannot help dialing to ask about the details, that is how we help 500.com make a deep impression on VIP clients and further push its business consultation and the increasing of sales.