| Title | VALUTALOTTO |
| Brand | NORSK TIPPING |
| Product/Service | NORWEGIAN LOTTERY |
| Category |
A05. Travel, Transport & Leisure |
|
Entrant
|
McCANN OSLO, NORWAY
|
|
Idea Creation
|
McCANN OSLO, NORWAY
|
Credits
| Stein Simonsen |
McCann Nordic |
Creative Director |
| Torstein Greni |
McCann Nordic |
Creative Director |
| Daniel Eraker |
McCann Nordic |
Copywriter |
| Linda Nordheim |
McCann Nordic |
Account Executive |
| Kristin Lien |
McCann Oslo |
Account Manager |
| Svein Saelid |
McCann Nordic |
Planning Director |
| Thea Helgeland |
McCann Oslo |
Content Producer |
| Thomas Eklo Skaara |
McCann Oslo |
Designer |
| Trine Kvam Hviding |
Red |
Digital Client Director |
| Tove Kristin Liberg |
Norsk Tipping |
Marketing Manager |
| Ida Holtet Helwig |
Monster |
Producer |
| Robin Hansen-Tangen |
Monster |
Director |
| Jannecke Østvold |
Animasjonsdepartementet |
Producer |
| Marc Reisbig |
Animasjonsdepartementet |
Director |
The Campaign
Our idea was to introduce a whole new Lotto game: Valuta Lotto translates to Currency Lotto and in contrast to traditional Lotto the new game offered a new chance to become a millionaire every day - only in a different foreign currency every day. Each day's price equaled approximately 25k Euros, so all winners won a fair sum of money, but 33 million Korean won, 167 million Paraguayan guarani, 677 million Vietnamese dong etc. To pick up their prize, each winner was sent - together with a friend - to the country of that day's currency.
Campaign Success
The new game was promoted with all the fun figures and currencies from all around the world across different media, mainly (but not only, since we didn't want to exclude the traditional Lotto players) in digital. Each day's draw was broadcast on Facebook, with unique content from each of the different countries whose currencies players could become millionaires in.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign resulted in some 3 million video views, and boosted the sales of Lotto by 6,3 %.
Explain why the method of promotion was most relevant to the product or service
By introducing a whole new game, our idea was a promotion by definition. It also was designed to activate a new and younger audience to play Lotto.
Our target group was millennials, i.e. the traditional Lotto players' sons and daughters. They think of Lotto as a bit lame and don't even watch linear TV, where the game is broadcast. So the strategy was to adapt the game itself according to the target group's interests - specifically travelling to destinations most of their friends haven't been to, and to move the game from linear TV to Facebook.