In this campaign the medium itself was the main idea.

The form (Live TV) was the content (Live Betting). It gave clear and understandable product promise. Live TV = Live Betting.In the commercials we used widely known characters from the previous Finnish National Lottery spots. This time they performed LIVE in four episodes of live commercials. Every night authenticity was proved by mentioning something from the news broadcast that was aired minutes before.

The launch campaign got loads of free publicity in Finland's main newspapers, radio stations and TV channels.Awareness of live betting rose from zero to 35 percent among all Finns.

In our target group, males under 45, the figure rose to 45 %.