How to get urban women to play Lotto-game – online? Those who surf on internet don’t play Lotto. The ones who are playing Finnish Lotto don’t surf on internet. Mission impossible! Solution was found from astrology.Our task was to get Finnish women to register into www.veikkaus.fi -online service and play Lotto. We designed a creative concept, which included both fun and facts – horoscope for each women and tips how to turn their lucky numbers into cash – play Lotto!Every one got an email with personal horoscope, a precompleted Lotto-form(prefilled according to horoscope’s lucky numbers).Over 40 % of those who got the mail entered into the campaign site and Veikkaus.fi. 31% of them played Lotto!Campaign site - http://194.251.243.50/v/onnennumerot/valinta.html