Title	THE MILLION INTERROGATION CASE
Brand	DANSKE SPIL / DANISH LOTTERY
Product/Service	KENO LOTTERY
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	& CO. Copenhagen, DENMARK
Idea Creation	& CO. Copenhagen, DENMARK
Media Placement	BE ON Copenhagen, DENMARK
Media Placement 2	CARAT Copenhagen, DENMARK
PR	RADIUS KOMMUNIKATION Copenhagen, DENMARK
Production	NOA / &CO Copenhagen, DENMARK
Production 2	NOA / &CO Copenhagen, DENMARK
Additional Company	ISOBAR Copenhagen, DENMARK

Name	Company	Position
Rune Petersen	NoA / &Co.	Art Director
Johan Køhler	NoA / &Co.	Copywritter
Thomas Hoffmann	NoA / &Co.	Creative Director
Peter Harton	Peter Harton	Director

The Campaign

We found, that men rarely live out their lottery dreams when they win. To find out why we conduct an experiment. On the player’s wives. We connect them to a polygraph and ask, if the men are free to live out their lottery dreams. The men observe from behind a one-way mirror … To save the threatened lottery dreams, Keno then introduces a “pre-lottery agreement” for prize money; not yet won.

Creative Execution

We made a film to travel social media. In the film we set to fnd out, why men don’t live out their lottery dreams, when they actually win. So we conduct an experiment on their wives. We connect them to a polygraph and ask, if the men are free to live out their lottery dreams. The men observe from behind a one-way mirror, as their lottery dreams are shot down. To help the men and save their threatened lottery dreams, Keno then introduces a “pre-lottery agreement” for prize money; not yet won. The agreement can be signed and shared online, and the story is taken up by papers, bloggers and on social media. A retargeting banner campaign reminds interested players to go visit the campaign site and buy lottery tickets.

More than 1 in 4 Danes saw the film online, and the idea travelled on social media and sparked thousands of conversations about how to use or let your spouse use possible winnings. It generated an impressive amount of press, and the concept of the spouse interrogation became a recurrent show on national radio. And as for sales; Keno sold more online lottery tickets than ever before.

For decades Danish lottery advertising has been expensive films about expensive dreams pushed on expensive media. Keno broke the category. Both conceptually and regarding use of media. We turned the category upside down by starting a realistic conversation about what people actually do, when they win. This was a game-changer for the category. Many lotteries have tried to make people share their lottery dreams online (with little success), but Keno made lottery advertising social. We were able to largely ignore classic paid media and let PR and social carry the campaign.

Insights, Strategy and the Idea

We shattered men’s lottery dreams. We turned lottery advertising upside down and started a conversation about what you don’t do, when you win a million.