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
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.
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.