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.


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.


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.