Department for Work and Pensions Builds Trust and Intent with In-Game Audio

CASE STUDY

The Results at a Glance

+15 percentage points
Intent to use website

+6 percentage points
Trust

+8 percentage points
Awareness of services

The Goal: Connect Job Seekers with Government Support

DWP wanted to raise awareness of its services among Universal Credit claimants and unemployed people aged 50+, and get more of them to visit its website for help finding work.

The Campaign: Reach Claimants Through In-Game Audio

Working with DAX Mobile Gaming and Odeeo, DWP ran audio ads inside mobile games, which let it reach its audience during their downtime.

Players heard the message while they were relaxed and focused on the game. This kept the format non-intrusive and away from the clutter of traditional advertising channels.

The Impact: Higher Trust and Intent to Act

The campaign lifted intent to use the DWP website by 15 percentage points, trust by 6 percentage points and awareness of services by 8 percentage points.

Reaching people during leisure time helped DWP leave a positive impression of its services and encouraged its audience to take the next step.

Explore In-Game Audio for Your Brand

Looking to reach a specific audience and move them to act? Talk to Odeeo about how in-game audio could support your campaign goals.

Talk to our team.