| Title | TINY TOMORROWLAND |
| Brand | NATIONALE LOTERIJ |
| Product/Service | NATIONAL LOTTERY |
| Category |
B02. Live Shows / Concerts / Festivals |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
INITIATIVE MEDIA Hoeilaart, BELGIUM
|
|
Production
|
CZAR Brussels, BELGIUM
|
|
Additional Company
|
SONICVILLE Brussels, BELGIUM
|
|
Additional Company 2
|
DE KWEKERIJ Gent, BELGIUM
|
|
Additional Company 3
|
NATIONALE LOTERIJ Brussels, BELGIUM
|
Credits
| Kwint De Meyer |
mortierbrigade |
Copywriter |
| Charlotte Coddens |
mortierbrigade |
Head of Production |
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Vincent D'Halluin |
mortierbrigade |
Strategic Director |
| Eline Rousseau |
mortierbrigade |
Producer |
| Yana Gestels |
mortierbrigade |
Art Director |
| Hannes Coudenys |
mortierbrigade |
Digital Creative |
| Vincent Schroeven |
mortierbrigade |
Digital Creative |
| Toon Aerts |
Czar |
Director |
| Dries Delputte |
|
DOP |
| Eurydice Gysel |
Czar |
Producer |
| Jelle Robbeets |
Czar |
Producer |
| Bieke De Keersmaecker |
Czar |
Producer |
| Jan Opdekamp |
|
Photographer |
| Yoann Stas |
mortierbrigade |
Graphic Designer |
The Campaign
So we created two characters who gave up trying to get in, and built an exact replica of the festival.
Campaign Success
Five mini-documentaries about our characters were launched on social media before the festival. People who preferred the real deal, were invited to play Lotto.
In no time 100 lucky ones got the tickets.
The unlucky ones could send us their full size picture and let their 3D printed mini-version go to Tiny Tomorrowland.
Right after the festival The Official Tiny Tomorrowland Aftermovie was launched. Featuring The Tomorrowland Hymn by Like Mike & Dimitri Vegas.
Describe the success of the promotion with both client and consumer including some quantifiable results
+ 4.800 young players registered to lotto.be
+ 420.000 views for the mini-docu’s
+ 10 influencers went to Tiny Tomorrowland in 3D
+ The official aftermovie got 4300 shares
Explain why the method of promotion was most relevant to the product or service
This idea clearly generates interaction and consumer participation in an activity serves to promote Lotto.
A team of 5 designers worked during one month to recreate the magic of Tomorrowland in every detail. The different stages, the lakes, the fountains, the Arne Quinze Bridge, Dreamland, Ferris Wheel, magic everywhere, and people from all over the world.