The mission of the State Lottery is bring luck and happiness to everyone in the Netherlands.

Sheer Luck gets close to the audience by appealing to their hearts with authentic emotions. We found the show’s participants by searching for people who could use some good luck through social listening. We then set up situations in which we could surprise them and deliver exactly what they needed.

The audience was thoroughly surprised with the show’s unexpected moments of pure joy. We wanted to show that sheer luck really can happen to anyone at any time… like winning the lottery. To complete the circle, happy clips of the program were placed on all owned online channels, where the target group is already looking and sharing videos of random acts of kindness. This way the scope, focus and commitment around the program were optimally utilized.

State Lottery Sheer Luck, broadcasted on major Dutch TV station, RTL4 during primetime hours. The show contains no commercial messaging at all. Its complete focus is on surprising people with luck and making them happy. To add more power to the surprise element of the show, we used ‘social listening’ to find stories of joy and sorrow on the Internet. Unsuspecting candidates were totally surprised with their lucky moments and it was all captured on camera. This provided the content that gave the viewers the exact feeling we wanted to convey: that sheer luck can happen to anyone. The program was advertised on billboards and we ran TV promos and videos on social media featuring clips of happy moments to warm the audiences to the show. This proved to be very popular online. Social media is where the target audience was already actively engaged in sharing moments of happiness.

State Lottery Sheer Luck was the ultimate feel-good program in 2015. The first season led to a brand story of 360 minutes and reached 5.5 million unique attentive viewers. That represents a total media value of € 7.6 million. The show generated a wave of positive online buzz as individual clips from the program were massively shared through social media in likes, shares and interaction, which resulted in 1.5 million additional views. After just 6 episodes, the brand sympathy among viewers rose 50% and the brand value increased by 22%. The program gave a positive boost to the State Lottery’s reputation as audiences now found the State Lottery to be "Intimate," "Sympathetic" and "Personal". Online brand sentiment increased by 16%. The program was a huge success throughout the country and everyone is looking forward to season 2.