In Denmark, the last day of Christmas is the 24th of December and this year the Lotto Christmas Drawing took place on the 25th of December.

So, to promote this year's Christmas Drawing we wanted to create something that could make the Christmas excitement last a little longer.

To promote this year’s Christmas drawing we hacked all advent calendars by creating The Add-On Calendar: an extra “door” that contained a Lotto ticket and could be attached to all advent calendars. The Add-On Calendar was available in retail stores nationwide.

For over 30 years, Lotto hasn’t changed and neither has their audience. It was time to try something different to attract new audiences. But how do you get new players in December when everyone is already overwhelmed with endless amounts of Christmas communication?

We decided not to make just another Christmas commercial - but instead be a real part of the Danes Christmas.

In Denmark, Christmas ends on the 24th of December. But most families are still gathered on the 25th of December - left with no more Christmas excitement. So, we wanted to create something that could make the excitement last a little longer. After all, that is all what Lotto is about.

The campaign launched nationwide on the 1st of December and ended on the 25th of December.

The Add-On Calendar was promoted through an integrated campaign (national TVC, cinema ad, online content on FB/IG/YT, in-store and online banners).

The Add-On Calendar was available for purchase in retail stores nationwide. With The Add-On Calendar we developed a whole new way to sell Lotto tickets, and it worked. During the campaign period, 315,000 Add-On Calendars were purchased and it was sold out several times.

The goal of the campaign was to let people experience the lottery in a new way and become an entertaining and relevant part of the Danes' Christmas.

Did it work? Yes. Initially, 189,000 Add-On Calendars were sent to retail stores nationwide, but they were torn away and a new shipment was sent off. All in all, 315,000 Add-On Calendars, more than 200,000 above the target, were purchased. The campaign created the highest sale of Lotto tickets in 8 years, and lifted turnover by 3,5 million euros in four weeks resulting in a ROMI at 1:4,18. And finally, 12 new Lotto millionaires were found.