Nationale Postcode Loterij

Feeling lucky, punk?

We all know these ‘what-the-fudge-did-that-happen-no-really?’ types of stories. Going viral after a girl posts your picture on Twitter, getting tens of thousands of followers with your kids’ playlists; finding a 60-year-old old voucher and being able to cash it, winning millions in the lottery after your house burns down and so forth. The one thing they all of these stories have in common is the fact that they’re all based on pure luck. Just like lotteries, really. The Dutch National Lottery asked us to come up with a campaign that appealed to non-fans of the brand. Non-fans? Really? Yep. Stories of Luck was born.

Client

Nationale Postcode Loterij

Project

Brand campaign

Date

Dec 2016 – Jan 2017

Stories of Luck

The world is full of pleasant surprises. Some big – some teensy-tiny. The Stories of Luck campaign was was built on the concept of accidental luck. The chances of winning the money prizes is a very big motivator to become a lottery member. The goal of Stories of Luck was to increase the likeability of the National Dutch Lottery among the non-engaged audience – people (24-45 y/o) that did not like or follow the brand on Facebook, Instagram or Youtube.

Safe to say these people were familiar with the Dutch National Lottery  – seeing as it’s one of the biggest advertisers in the Netherlands. The campaign ran on Facebook, Instagram and Youtube from December 5 – January 1st 2017. We were responsible for the creative concept, campaign website (shoutout to Lamalama), the video production (shoutout to Bruut.tv) and the native advertising campaign.

Play video

The world is full of pleasant surprises. Some big – some teensy-tiny. The one thing they all have in common is the fact that they’re all based on pure luck.

Results

The audience was targeted in a funnel: they viewed one video which was followed up with the video of the lottery winner – whereas the others were more about ‘general’ lucky bastards.

The videos were viewed 1.150.516 times. The native (i.e. VICE, Colourful Rebel, Upcoming and Amayzine) advertising campaign reached around 4 million people. Guess we got lucky [Pharrell pitch].

Are you interested in working with us?
Feel free to contact us.