The campaign revolved around the idea of dreams, the Lottery's biggest asset. But how do you put a price on our dreams?

So we launched The Stock Market of Dreams, a web that combined 2 apparently antithetical concepts: the stock market and people’s dreams. Like Wall Street, it showed in real-time the market stock value, not of the company’s stocks but of people’s dreams. Real-time charts of the value of dreams were displayed by region, gender, age and theme. Users could accumulate credits to buy dreams and their values went up and down according to people’s investments.

When we closed the Stock Market of Dreams, more than 70,000 people had visited the site. 5% of them told us their dreams.The 3 highest listings were: • To pay my mortgage• Give my parents a great retirement• Live in the 5 continentsIn dreams by gender, we discovered that women would love to send their mother-in-law to China, while men would build a soccer stadium in the neighbourhood. As for the elderly, their dreams were to buy an island or cultivate their own vegetable garden.