Lotto has been the traditional Lottery game in Sweden for over 30 years. A heritage that has resulted in a mature and aging customer group. Lotto’s strategy is to always get people to start dreaming of what they would do if they won the jackpot. The brief: 1. Get people to start thinking of their own “bucket list” (things you want to do before you die). 2. Target younger customers.

By using collected “big data”, we compiled the swede’s average “bucket list”.

based on that bucket list We built a unique visual (360°), tactile and audio experience-court so that people could experience the benefits of winning the lottery without actually winning it. A “5D bucket list experience” if you will. This film is the result from that experiment. The film has been used as advertising for Lotto.

The implementation was done in 4 sequences for 8 weeks

1. Create awareness/interest of a “bucket list” through studies, dialogues, data gathering, FB posts, content.

2. Building an actual and custom made 5D experience (e.g. a course) in VR using all senses including under water VR experiences where we invited 6 random people to experience Swedes bucket list in 5D through VR.

3. Launching the full experience via FB and YouTube to get people to relate to a big win at Lotto.

4. Uphold interest through teasers, media collaboration to exploit the idea and create as much reach as possible.

In parallel, Lotto communicates continuously with traditional media and promotions. This activity only constituted 10 % of Lotto´s total market spending.