Lotto Re-launch / The National Lottery

First things first

Released June 2013

First things first

More Work

The Beer Fridge

#LoveDublin

Smash & Switch

#THIS IS LIVING

AN INVITATION TO THE WORLD

First things first

Make a meal of it

Win, Lose or Draw

Shake it up

Real Food, Real People

BURSTING WITH LIFE

10 Years Searching

Positive Energy

Up for the Challenge?

Awesome Energy

Peggy's adventures

Brighter Days

Finger Food

So it’s every day?

Writings on the wall

Surprise & Delight

Modernising your meals

Meat for millennials

Opportunity

With the astronomic jackpots of EuroMillions and the fresh proposition of Daily Million stealing the Lotto's limelight, it was time to reinvigorate the game with a fresh campaign.

Solution

With the aim of making the jackpot more accessible, especially to a younger audience, the direct question "What’s the first thing you’d do?" sparked imaginations and got people thinking what they would do with a new fortune in their pocket. Inviting people to share their "first thing" the campaign opened an new dialogue with interactive banners, video interviews and a ‘living’ wall of responses.

RESULTS

The primary goal of the campaign was to bring the Lotto game front of mind for players, old and new. The fresh positioning achieved this with added vitality and relevance especially for the younger audience.