Goal of the campaign: to persuade the target audience – inhabitants of the Netherlands 18 years of age and older – to join the State Lottery online, i.e. become participants over a longer period of time. Keywords creatives: summer, many prizes (increased chance of winning), greed. The campaign positions the State Lottery as the lottery in the Netherlands with the highest prize money and the highest chance of winning. The extra summer prizes are an extra incentive to join the lottery.