Queen's Day in April is followed by the UEFA European Championship 2004 in June/July. As a result the nation would be in the national colour 'Orange' en masse to celebrate a huge national street event. The specially developed 'Orange Madness Cap', that is literally offered as an additional 'Prize on top' provides the opportunity to show off the Orange spirit in the streets. The choice of an orange, red, white or blue car in the sweepstake further reinforces the idea that the State Lottery is part of the national heritage.

The campaign consisted of a non-personalised circular mailing sent to 4.5 million addresses.

A response rate of 0.63% was 10% better than previous activities. Production and campaign costs ensured an improvement on recent R0I results. The call centre received numerous requests for more caps. The cap was highly visible at the UEFA European Championship 2004!