The annual New Year’s Eve draw of State Lottery [Staatsloterij] is a traditional lottery event in the Dutch market. This draw delivers roughly 20% of the brand’s annual sales. A good result is super important, as all proceeds a given back to society, sports and health organisations.

The objective is now to sell over 7.000.000 tickets and achieve a turnover of €157 million, in just 3 weeks’ time.

Our key competitor has a similar draw in this period, advertising a 58.9 million jackpot while ours is 30 million. Putting the money prize front and center won’t do the trick. We need to find a deeper emotional connection with our audience to open them up and become their first choice.

A young man enters an antique shop finding a time machine. He activates it by accident and travels into his future. We see him as an old man in 2078, leading a rich life together with a lovely woman. Then the machine takes him back in time, step by step, and our man sees glimpses of his future in reverse passing by, always with the same woman on his side. The last thing he sees is himself buying a New Years Eve Lottery ticket and then... he’s back in the antique shop. He knows what to do: he quickly goes to the bookshop to buy his lucky ticket and when he walks out, he bumps into someone and loses his ticket. Then he notices he bumped into the woman from his future. He has to choose between his 30 million euros ticket and love. Of course, he chooses the latter.

For the 6th time in a row we broke our own ticket sales record, selling 7.2 million tickets on an adult population of approx. 14 million. This drove a turnover of 162.9 million euros in total.

The campaign delivered on its high expectations. The campaign recognition reached 67% (against a 40% benchmark) and scored 43% on Stand-out (32% benchmark) and 52% on Remarkable (benchmark 46%).

The brand’s key emotional driver is to make people dream. The average score on ‘makes me dream’ in the lottery category is 30%, this campaign scored 49%.

But the best thing: this 3 week campaign delivered €23,4 million in proceeds for Dutch society, sports and health organisations.