The National Lottery Ireland (TNL) wanted to launch a new scratch card to appeal to a younger demographic. We
needed to cause disruption in a crowded category so an arresting campaign and different behaviour was required to
get cut-through.
The idea:
Given our target, we put digital disruption at the heart of our campaign. The creative idea was to represent the
multiplier effect of our game play with the ultimate multiplier – bunnies. Every touchpoint across all our platforms
multiplied the effect by using our bunnies bursting through in a multi-channel campaign – including online content
teasers, TV, VOD, behind the scenes videos with our “star”, Live TV PR stunts, online and extensive social activity.
Results:
22,833 comments on launch day on Facebook alone
Campaign tracking showed 64% of players aged 25-40 more likely to play Multiplier
+10% increase in play on all Instant Win Games for the advertiser in 25-34 age group
Online games delivered almost 200% of target in first month (€388k against €200k target)
Total revenue for IWG category increased by 30% on average over the campaign period
