Our task was to change the way the younger audience perceives and plays the lottery without modifying the core of the game. Millennials are constantly on the move. And everywhere they go, they take music with them. WestLotto needed a new way of playing the lottery that was self-explanatory and easy. It should be personal – like your favorite music or the way you dance. “Shake your numbers” integrated lottery into the daily routine of millennials. The music-driven campaign used Spotify to motivate the millennials to play the lottery by running, dancing, jumping, moving or simply shaking because every shake was a lucky number.

“Shake your numbers” and the app delivered a new gameplay format that sits between our audience and the old “choose your numbers by ticking boxes” mechanic, transforming the way we play lottery as well as making it contemporary and therefore more relevant for a younger and mobile audience. The music-driven campaign included a Spotify playlist to fit the millennial lifestyle: young, fresh, active and vibrant. We activated the target audience and promoted the app by placing online ads when the users were moving or on the go with a direct link to download the WestLotto App. Spotify ads motivated the younger generation to shake and play the lottery, by linking directly to the campaign microsite and to the app store. Additional social ads on Facebook and Instagram supported the campaign and a commercial ran on Youtube and in cinemas.

In the seven weeks of the campaign (August 29th - October 16th) we recorded an increase of 117% in app downloads compared to the previous year. The revenue per game went up by 40%, which generated €2.6 million in revenue, an unbelievable increase of 200%, compared to last year’s numbers during the same time frame.