Title	EAU D' EUROJACKPOT
Brand	SVENSKA SPEL
Product/Service	EUROJACKPOT
Category	B02. Promotional Item Design
Entrant	KING Stockholm, SWEDEN
Idea Creation	KING Stockholm, SWEDEN
PR	POST STHLM Stockholm, SWEDEN
Production	ACNE Stockholm, SWEDEN

Name	Company	Position
Lotta Westerberg	Svenska SPel	Marketing Communication Manager
Sunit Mehrotra	King	Account Supervisor
Frank Hollingworth	King	Creative Director
Peter Preisler	King	Project Manager
Anna Sjöberg	King	Production Manager
Emelie Jinhee Johnsson	King	Art Director
Hedvig Hagwall Bruckner	King	Copywriter
Calle Cassel	King	Graphic Designer
Linnea Svanbro	King	Studio Manger
Patrik Sundberg	Post Sthlm	PR
Petur Mogensen	Acne	Producer
Daniel Wårdh	Acne	Director
Anders Kylberg	Freelance	Photographer

Background

Eurojackpot has Sweden's largest jackpot - over 800 million Swedish crowns. Even though most people say they would like to win such a big jackpot, the average Eurojackpot player is 53 years old. Eurojackpot wanted to change that, broaden the target group and engage a younger audience. The image of the typical Eurojackpot player is often negative. And many, mostly younger, have a difficulty identifying themselves with the image of a player. Nevertheless, we know that almost all people want the luxury and freedom that could be realized with a high Eurojackpot win. The goal of the campaign was to reach the target audience by increasing: - Spontaneous knowledge - Preference - buying intention

Describe the creative idea

The communicative target group was set as 30-50 years. In the lottery world, this is considered to be young. To reach this young, more urban target group, we couldn’t only rely on linear TV and traditional media. We also needed to reach them in their everyday life, through influencers and social media. To grab the new target group’s attention Eurojackpot chose to tickle our fastest sense of all – smell. We chose to make a scent, so that people could experience a sensation, have something to share, show and talk about. The well renowned Perfume duo Agonist Parfums was asked to create the fragrance that would give a sense of winning the big jackpot. The process of creating the scent, together with the design and packaging of it in an attractive way, gave us interesting content and made people think of the jackpot in new ways.

Describe the execution

In Eau’d Eurojackpot Agonist married a top-note of cinnamon, clove, and orange that illustrates the explosion of endorphins that a win provokes, with a “shock peak” middle-note of metallic tones with hints of jasmine and rose, plus a papery “bill” hint of green tea. Once it sinks in that you have actually won, the base note envelops you in a calm embrace of leather, patchouli, vanilla and sandalwood. The packaging is clean and minimalist to let the impact of the fragrance speak for itself. The jackpot of 800 million Swedish crowns is illustrated by the number 800. The stability of the win is categorized by the clear, angular bottle, and weighty top. The perfume was presented at Sweden's largest fashion stores. Visitors not only got a sample but also got a test strip with a unique number, so they could take the chance to experience the jackpot for real.

List the results

This campaigns objective was to let a modern and active target group experience an enormous lottery jackpot in a completely new way. By tickling our fastest sense – smell – Eurojackpot activated customers and reshaped their feelings and fantasies about a brand that earlier was seen as old and boring. In the target group, 30-50 years, the spontaneous awareness of Eurojackpot increased by 48% and the preference for Eurojackpot by 105%. This despite the fact that the jackpot was not unusually high and even though there were no other media activities. In addition, the buying intention in the target group increased from 20 to 23%. The fragrance, Eau D'Eurojackpot, was so appreciated that it is now planned to be produced in large scale.