Folkspel : The winner scratch

In a nutshell:

Sverigelotten is a scratch ticket from Folkspel, a lottery company that donates all its profit to society through sports associations and organizations. Their main competitor Triss has a daily segment on TV4. Due to legislation, Sverigelotten does not have that right.

Sverigelotten partnered with one of the largest publishers and launched a monthly online show to drive preference and consideration. The format enabled data/insight collection, which in turn helped effective targeting to drive cost efficiencies.

Results were impressive; Sverigelotten’s consideration increased by 36%, preference by 68%, and action intention by 200%, breaking all other campaign records.

Watch the case film here

Background:

Sverigelotten is a scratch-ticket product from Folkspel, a lottery company that donates all its profit to society through sports associations.

The competitor, Triss, owned by the state, gets privileges that other gaming companies do not have. They are on TV daily, establishing a position that they have many golden tickets. Due to legislative restrictions, Sverigelotten doesn’t have the possibility.

Sverigelotten’s aided awareness was over 80% in 2020. But even though they distribute the same number of golden tickets as the competitor, people did not see them as a first option, as they did not understand that the chance to win big with Sverigelotten was as big as with the competition. 

The main challenge was to drive consideration, preference and action intent. We needed to engage with the target group and convince them to change their attitude towards scratch tickets.

Seeing is believing:  The target group need to see the winners of the Golden tickets to believe they will also have a chance to win. 

People buy scratch tickets to dream of winning and this dream is more real when they see the winners

The scratching of golden tickets was already happening at Folkspel – it was just not being broadcasted and was therefore not seen by anyone except for the lucky winners

The Sverigelotten audience, (overrepresented A+40) needed to see these happy stories.

Media Strategy:

• While the main competitor Triss is utilizing TV to showcase their golden ticket winners (a privilege that other gaming companies do not have), Sverigelotten needed to find a new way more agile, strategic way to communicate.
• With a digital-first approach, we could utilize the data and insights collected from broadcasting to optimize both production and marketing.
• A media which allow us to have a broad reach but at the same time be overrepresented in Sverigelotten main target group, Adults +40.
• A media that allowed an easy emotional connection with viewers.

The format enabled data/insight collection, which in turn helped effective targeting to drive cost efficiencies. The shows were hosted by Agneta Sjödin and Stefan Holm they interviewed guests before they scratch the tickets.

The same show content was broadcasted daily to drive incremental reach.

Example of o

The exclusive Schibsted agreement allowed Folkspel and Sverigelotten to keep the giant Triss from the possibility of copying the solution (that otherwise could outspend us).

Sverigelotten used a broad media mix, including YouTube, social, pre-roll on the news and relevant sites. Even native has been used, storytelling about the people behind the winners.

The cost-efficiency enabled the campaign to be always on.

Results:

• The campaign was much more effective and significantly more cost-efficient than initially planned; it drove more than 800 000 000 impressions of the content and over half a million readers/viewers of text articles and full-length programs.
• The insight collected helps Sverigelotten to more understand their digital target group better. And they are building a custom audience to utilize in other marketing activities.
• After few months, the results were impressive, with the campaign crushing all critical KPI’s:
• Consideration: Goal KPI: +2% / Result: +36%
• Preference:  Goal KPI: +3% / Result: +68%
• Action intention: Goal KPI: +1% / Result: +200%
• Sverigelotten broke all results records, averaging a 7 922% higher KPI result than planned!
• We even saw competitors trying to follow the same example and trying to showcase winners in similar ways. But being haltered by the non competes.
• Best of all, Sverigelotten helped Folkspel manage to raise 23 million euros that were all reverted to society.