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

Credits & Description:

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

Outcome
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.

Implementation
A ticket is only worth something when you cash in a prize. But this year we wanted to do something special. Making the experience of winning tangible for everybody! The 3D Augmented Reality app brings the lottery ticket to life and helps the user to compose a personalized dream New Year’s Eve in an intuitive, interactive and engaging way. Pick your dream location and driver, discover the island with several Easter eggs and start the fireworks.Sharing a photo of this dream New Year’s Eve on Facebook or Twitter gives a chance to actually win it!

Relevancy
We turned the product into a communication medium, which helped to directly activate the regular players and transform them into our brand ambassadors by giving them a personalized experience to share. The campaign kick-started by inviting the existing player base to download the app, via an email sent along with their printable lottery ticket, which could be brought to life. Technological boundaries were pushed 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.

Client Brief Or Objective
With a jackpot of 30 million Euros, it’s not that 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 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 very high during the end of year rush.