The National Lottery decided to replace their ‘Monday Million’ and 'All Or Nothing’ games with one new daily draw called ‘Daily Million’. And because consumer confidence was low, they needed to find a clear and striking way to launch it. With the lowest entry point (1) and a top prize of one million euro, this new game had great impulse appeal, and would appeal massively to people who may not have played the Lotto regularly before.


We took a distinctive creative approach, placing the game mechanic at the very core of our communications. By highlighting the game’s unique selling point, we piqued interest and drove appeal amongst a younger audience, as well as traditional players.