| Title | PLAY IT YOUR WAY |
| Brand | WESTDEUTSCHE LOTTERIE |
| Product/Service | WESTLOTTO |
| Category |
B02. Mobile Apps |
|
Entrant
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MRM//McCANN Frankfurt, GERMANY
|
|
Idea Creation
|
MRM//McCANN Frankfurt, GERMANY
|
Credits
| 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”)
increase in customer numbers 48% in the first half year
increase of sale volume 64% in the first half year
increase of App Downloads 175% in the first half year
47% of customers under 34 years used the App to play Lottery
WestLotto needed more than functional tapping and retrieving the results. The fun had to be restored. The relaunch should establish new routines and playing habits to which the customer would like to return to and connect the brand again with the fun at the game. "Play it your way" is the new motto. Anyone can play at any time, anywhere and have fun.