| Title | LOTTO BUCKETLIST |
| Brand | SVENSKA SPEL |
| Product/Service | LOTTO |
| Category |
C06. Immersive Customer Experience |
|
Entrant
|
KING Stockholm, SWEDEN
|
|
Idea Creation
|
KING Stockholm, SWEDEN
|
Credits
| Jonas Yrlid |
King |
Art Director |
| Josephine Wallin |
King |
Art Director |
| Pontus Ekström |
King |
Copywriter |
| Peter Preisler |
King |
Account Director |
| Åsa Slättegård |
King |
Account Manager |
| Per Wilson |
King |
Planner |
| Calle Cassel |
King |
Graphic Designer |
| Frank Hollingworth |
King |
Creative Director |
| Sunit Mehrotra |
King |
CEO |
| Markus Ahlm |
Colony |
Film producent |
| Patrik Gyllström |
B-reel |
Director |
| Anisa Dzindo |
B-reel |
Producer |
| Rikard Åström |
King |
Executive Producer |
| Patrik Sundberg |
Post Sthlm |
PR |
The Campaign
By using collected “big data”, we compiled the swede’s average “bucket list”.
based on that bucket list We built a unique visual (360°), tactile and audio experience so that people could experience the benefits of winning the lottery without actually winning it. A 5D
Campaign Success
The implementation was done in 4 sequences for 8 weeks
1. Create awareness/interest of a “bucket list” through studies, dialogues, data gathering, FB posts, content.
2. Building an actual and custom made 5D experience (e.g. a course) in VR using all senses including under water VR experiences where we invited 6 random people to experience Swedes bucket list in 5D through VR.
3. Launching the full experience via FB and YouTube to get people to relate to a big win at Lotto.
4. Uphold interest through teasers, media collaboration to exploit the idea and create as much reach as possible.
In parallel, Lotto communicates continuously with traditional media and promotions. This activity only constituted 10 % of Lotto´s total market spending.
Describe the success of the promotion with both client and consumer including some quantifiable results
The activity droves sales with an ROI on approximately 1,5 (calculated through actual bought Lotto tickets after experience any part of the campaign). This result might seem modest but given that the purpose was to create interest among new and younger target groups it is still astonishing.
In total, the campaign delivered over 2 million impressions (with a total segment of 4 million people) and a response to Lotto as a brand and game where people started to relate what I can experience before I die with a Lotto win rather than just focusing on winning money.
In parallel, the media awareness of Lotto increased during the period due to the activity (compared to similar periods and with no big jackpots during the period).
Explain why the method of promotion was most relevant to the product or service
The Lotto 5D Bucket list experience promoted a more tangible trigger to play Lotto, not just that I can win a lot of money but through the trigger of experiences you can fulfill before you die with a Lotto win. A drive that activated consumer’s response in a way that Lotto hadn´t experience before. This included the positive sentiment in social media but also actual request to try the course, use it for corporate events, stag parties etc. (a response that exceeded our expectations given that we voluntary made it difficult to sign up through a very complicated e-mail address).
With “The Lotto 5D bucket list experience” we wanted to reach slightly younger customers (in both idea, message and media).
The approach was to find a new hook to play Lotto (to fulfill your bucket list with experiences) and an idea that was more innovative and eye-catching. The final film and teasers where then distributed in digital channels targeting younger customers and people with interest to different types of experiences.