| Title | THANK-YOU MILLION |
| Brand | TIPP24 |
| Product/Service | ONLINE LOTTERY |
| Category |
E01. Launch / Re-launch |
|
Entrant
|
ÜBERGROUND Hamburg, GERMANY
|
|
Idea Creation
|
ÜBERGROUND Hamburg, GERMANY
|
Credits
| Jo Marie Farwick |
Überground GmbH |
CEO |
| Anna Meissner |
Überground GmbH |
Creative Director |
| Kathi Walter |
Überground GmbH |
Art Director |
| Ute Ressler |
Überground GmbH |
Agency Producer |
| Danilo Klöfer |
Überground |
Agency Producer |
| Carla Vieser |
Überground GmbH |
Project Manager |
| Pacco Nitsche |
27km |
Executive Producer |
| Mira Um |
27km |
Producer |
| Arne Feldhusen |
Freelance |
Director |
| Kristian Leschner |
Freelance |
DOP |
| Alexander Kutka |
Freelancer |
Editor |
The Campaign
We differentiate Tipp24 via an outstanding product that comes from a target group insight rather than through promoting the generic online lottery game.
Campaign Success
As an agency, we have not only invented a great product, but we have also created our own fantastic creativity springboard: We made some truly entertaining films for the campaign. We spread them in the web and on TV. GIFs, Boomerangs and motifs turn our product-idea into a true 360 -degree campaign at various touchpoints.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Thank-You Million had a few 10.000 first-time-money-players in the first week, 100,000 people nominated someone to win the Thank-You Million. We got 38% awareness in 4 weeks. By now, four out of ten online lottery players have heard of the Thank-You Million. Also the competition saw the success: they didn’t wait long to copy the Thank-You Million. What a coincidence. But they soon had to give it up. Tipp24 was and is the only online lottery service with the Thank-You Million.
Explain why the method of promotion was most relevant to the product or service
The Thank-You Million is truly promotional. It activated thousands of people through an emotional and relevant benefit to take part in the online-lottery. Invented for the platform Tipp24.com, the product in fact didn’t just promote the game but a behavior: gratefulness.
We turned a problem into a springboard. Because once you win the lottery, the fear sets in! Mostly the fear of having to give away too much of your winnings. As soon as the news has made its rounds, they’re knocking at your door: distant relatives, greedy friends, friendly neighbors and complete strangers wanting a handout. It’s proven that sharing the winnings makes these winners happier.
Our solution: the Thank-You Million – which you can share without having to give up any of your own winnings, for the first time.