Title	PLAY IT YOUR WAY
Brand	WESTDEUTSCHE LOTTERIE
Product/Service	WESTLOTTO
Category	A01. Interface & Navigation (UI)
Entrant	MRM//McCANN Frankfurt, GERMANY
Idea Creation	MRM//McCANN Frankfurt, GERMANY

Name	Company	Position
Jan Portz	MRM//McCANN	Associate Creative Director
Christian Endecott	MRM//McCANN	Copywriter
Gabriella Miscioscia	MRM//McCANN	Senior UX Designer
Jens Rasper	MRM//McCANN	Management Supervisor
Melanie Bonn	MRM//McCANN	Senior Account Manager
Axel Mulitze	MRM//McCANN	Director Software Development
Mark Hollering	MRM//McCANN	Director / Creative Technology
Martin Biela	MRM//McCANN	Executive Creative Director
Patrick Schneider	MRM//McCANN	Director UX Architecture
Elke Klinkhammer	McCANN Worldgrouo Deutschland	Chief Creative Officer

The Campaign

Play it your way” – the core idea for the campaign and the app transformed the lotto experience, by making it contemporary and relevant for younger, mobile people. In combination with interactive gaming features a new lotto brand experience was created: mobile gaming fun, wherever and whenever you like. WestLotto wasn’t only in dire need of more functional tipping and better results, but also of gaming fun. The relaunch was supposed to create new routines and habits as well as new gaming behaviors that users want to come back to, and therefore see WestLotto as a fun and engaging brand again. “Play it your way” was the motto. Everyone can play and have fun anywhere, anytime.

Creative Execution

Simple, well-known and almost archetypical interaction patterns from childhood such as shaking and turning were combined with mobile interaction patterns such as swiping and notifications. This way new gaming routines were established that increased the fun factor for customers, enriched the brand experience and created recurring gaming occasions. In addition to design and usability optimization we also established the following core elements: 1. Gamification (“Joy of Use”) 2. Push activation (“Check your luck”) 3. Off- & online integration (“Shop play”)