60% of people who cancel their Lottery subscriptions do so because they have the feeling they never win anything. That's why we eliminated this problem when you play with a Street (the name for a series of lottery tickets that end with the number 0-9), because you always win something. Players who play with a Street are also more valuable because their average stake increases, because they buy more lottery tickets.

By using 'street' as the communication theme, the dream could be addressed that by winning, you could move from the ordinary house in your street to a villa! A set of 'Change of Address Cards' are included for the move.

A response rate of 1.85% was a 38% increase on similar activity. Of those who responded, their stake doubled!