The Dutch National Lottery asked us to come up with a campaign that appealed to non-fans of the brand. And so we did, together with creative agency Hammerfest.
We all know these ‘what-the-fudge-did-that-happen-no-really?’ types of stories. Going viral after a girl posts your picture on Twitter, getting tens of thousands of followers with your music playlist, finding that 60-year-old voucher and being able to cash it, winning millions in the lottery after your house burns down etc. etc. The one thing they of these stories have in common, is the fact that they’re all based on luck. Just like lotteries, really.
How can we make millennials – ergo: people that generally dislike our brand – love us?
We show them that luck truly is just around the corner. We made sure to carry out authenticity and captured six surprisingly unlikely stories. We spread them via an extensive social and native campaign and followed up with sales.
The 1.151.000 video views and 4.000.000 in reach.