Conceiving and implementing a loyalty programme called Nottambuli, hosted by www.giocodellotto.com.Contents were developed by using a synchronised communication approach which required the employment of different channels.To acquire new users and test a different target (people with a higher socio-demographic profile and a higher purchasing power), a new activity, specifically aimed at members of a renowned credit card rewarding programme, was carried out. The club members received an exclusive benefit via email: a considerable number of "svegliotti" necessary to take part in the Lottambuli prize drawing on the website.To build brand loyalty: website users through a simple mechanism could accumulate bonuses (called Svegliotti) to compete for numerous quarterly and fortnightly prizes.

Nearly 9,000 contestants. Spontaneous redemption: 3.18%.