The National Lottery (Ireland)

Paul Dervan, Chief Marketing Officer
Maebh Gleeson, Head of Brand
Lara Walsh, Brand Manager
Joan Hallinan, Brand Manager
Stephen Cleary, Brand Manager
Julie Farrell, Commercial Analyst
Eric Sexton, Head of Commercial Product and Digital
Susan O'Shea, Marketing Controller

Core *Lead Agency

Bryan Conolly, Client Partner
Aisling O'Sullivan, Business Director
Andy Pierce, Group Strategy Director
Mike Garner, Creative Director
Sophie Burke, Senior Client Manager
Orla Reaper-Reynolds, Client Director
Geoff McGrath, Head of Transformation
Caitriona Ní Laoire, Managing Director
Liam Wielopolski, Executive Creative Director
Jen McGrath, Senior Client Manager
Caroline Curtis, Client Director

Red C Ireland

Ciara Reilly, Director
Jane Dunleavy, Associate Director

We achieved our goal of selling out all 500,000 tickets of our New Years game, The Millionaire Raffle, every year. That had never been achieved before. Not even once. To do it we repositioned the raffle from New Years game, to Christmas gift. But one with a dilemma. You might struggle to give it away. How would you feel if you gifted someone the winning ticket? That tension played into loss aversion, suggesting the only way you could really give it away, was if you got one for yourself too.