English Synopsis- When the Dutch National Lottery, the leading lottery in the Netherlands, asked us to create an online Sinterklaas branding campaign we developed this campaign, starring Zwarte Piet. The floating ad campaign combines cultural history, surprise, sound and browser movement in one high-impact rich media ad.The message communicated from 1 to 4 December was that Sinterklaas was going to throw free National Lottery tickets online on 5 December exclusively for Wanadoo users. A frequency cap was used to avoid irritation to frequent visitors of the Wanadoo site. On 5 December a 'winner' version of this ad was only shown 5 times (targeted via the Doubleclick DFA ad management system). Whoever saw the winner ad could fill out the form and was rewarded ten National Lottery tickets, called a Straat (Street), hence the name Straten Strooien (Throwing Streets).

Objectives- Create a positive attitude towards The Dutch National Lottery with a Sinterklaas campaign.

Target audience- Wanadoo users in general. Wanadoo was our media partner for this campaign.