De Nederlandse Staatsloterij (dutch National Lottery): DREAM NEW YEAR'S EVE

Credits & Description:

Advertiser: STAATSLOTERIJ
Agency: DOOM & DICKSON
Category: Tablets and Other Devices
Advertising campaign: DREAM NEW YEAR'S EVE
Marketing Director: Marcel Ribbens (Staatsloterij)
Copywriter: Marthijn Klopper
Creative Director: Erik Falke (Doom & Dickson)
Site Owner: Gwen De Jager (Staatsloterij)
Strategy Director: Joey Duis (Doom & Dickson)
Marketing Manager: Mariska Rouwendal (Staatsloterij)
Account Director: Maroeschka Volker (Doom & Dickson)
Creative Director Online: Arno Sellenraad (Doom & Dickson)
Creative Director: Dennis Baars (Doom & Dickson)
Brand Manager: Froukje Claes (Staatsloterij)
Managing Director: Robert van Dijk (Doom & Dickson)
Project Manager: Sarah van der Steege (Doom & Dickson)
Designer: Scott van der Velden

Brief Explanation
A lottery ticket is only worth something when you cash in a prize. But this year we wanted to make the experience of winning tangible for everybody…With a jackpot of €30m, it’s not easy to come up with an idea to make the Dutch National Lottery’s New Year’s Eve draw even more exciting. And let it stand out in the crowd of all other lotteries that scream big numbers in their TV ads and on their pavement signs. Our challenge was to add anticipation prior to the draw. Really involve our (potential) players to get our message across virally. As the campaign period was just two weeks and the competition’s media spending is high during the end of year rush. We set out to create an experience for our regular players, which they could enjoy and share with their family under the Christmas tree as well as with friends via social media. The 3D Augmented Reality app, developed for iPhone and Android, brings the lottery ticket to life and helps the user to compose a personalized dream NYE in an intuitive, interactive and engaging way. Pick your dream location and driver, discover the island with Easter eggs and start the fireworks. By sharing a photo of the dream on Facebook or Twitter you get a chance to actually win it! Turning the product into a communication medium, helped to directly activate the existing player base. The campaign kick-started by inviting them to download the app, via an email sent along with their printable lottery ticket. Technological boundaries were pushed by combining the top-notch Unity3D engine with Vuforia® SDK tracking software to create the most engaging and visually attractive AR experience possible on mobile devices nowadays. The app soon spread virally and received free publicity, as using AR is a scoop for the traditional Dutch lottery market. The app received 53,000 downloads (made the top download list in the Netherlands), within just two weeks without additional media spent. Resulting in over 100,000 experiences and 90,000 shared photos (with an estimated reach of 8,370,000 people) via social media. Only at the end of the experience it was possible to take and share an image via the app, so these results show the high engagement value. The app received positive critics in a Dutch prime time entertainment news show sparking extra buzz on blogs and social media. And last but not least, for our three winners their dream NYE became reality.