In Norway, a “phone call from Hamar” is an expression meaning you’ve won big. This is because the state lottery is based in Hamar. Instead of getting people to the state lottery, we took the state lottery to the people. More precisely to the last 100 protected and beloved phone booths spread around the country. The whole of Norway was turned into a game.

'Telephone from Hamar' is all about sampling the dream of winning the lottery. Norsk Tipping gave everyone a chance to hit the jackpot and receive a 'Phone call from Hamar'. Not just the people with a ticket.

It all started started online with asking people to nominate their local booth on Instagram. Within a few days, all the booths were nominated. We then used these pics to create geographically targeted ads, teasing people with their neighborhood booth.

On VG.no (Norway's biggest newspaper) we created a live center website with all the booths, map, chat and most importantly: a live stream of the phone we would call from at Hamar.

The campaign basically spread by it self. The only paid media was a small youtube pre-roll and banner campaign.

(Norway: population 5 million)

Website: 42000 unique visitors daily, 630000 total

Press coverage: 4 national radio stations, 2 national and 64 local newspapers

Lottery sales went up 3 million (NOK) during competition week and have been steady over average since.