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Lotto
Lotto Promise Redesign "From Jackpot to Annuity"

RAN IN: Greece

CLIENT
OPAP

AGENCY
Tempo OMD Hellas *Lead Agency


SUMMARY

Faced with the challenge of redesigning Lotto from a jackpot-driven to annuity-based game focusing on life longing experiences while doubled the price per column, we aimed for a >20% increase in average turnover per draw and a 30% expansion in the player base. Leveraging Nielsen’s Data Fusion for the 1st time in Greece, we managed to: a) fully refine the target audience in linear TV moving our planning from demographics to actual players, b) maximize effective reach on heterogenous clusters via Total Video Planning adding emerging platforms and c) connect with extraordinary experiences via Original Content. The results were outstanding: turnover surged by 180%, the player base grew by 46%, unaided brand awareness rose by 30%, linear TV reach to specific Lotto player audiences increased by 6 percentage points, and original content on connected TV achieved a 57% completion rate!

CASE VIDEO


Audience: players with a mindset far from the jackpot frenzy and wanted the brand to be perceived as a game that relates with peace of mind.

Objectives: Increase Lotto average turnover per draw by more than 20% and increase its player base (those who played at least once during the last 12 months) by 30% | KPIs: Lotto Sales & Volume of Lotto L12M Players

Type: B2C

Language: Greek