How to get Ireland dreaming again?

Well, how about sharing the dream of the whole nation. Irish people love their country, their friends and family and the craic but the one thing we don't love is the rain. It rains 284 days out of 365 in Ireland. We even have an expression "Sure it would be a great wee country if only it was sunny?" We imagined a Euromillions winner making that dream come true - buying a Mediterranean island as a gift to the nation. Then we extended the characters, island life and promise exclusively through bespoke online content. The estate agent who sold the Euromillions winner his island launched HIS OWN marketing campaign, retargeting those who had liked our online films with links to his corporate video and telephone number as he tried to flog our younger target their own luxury island in ever more inventive ways.

Both creative and media executions aligned under the structure of inspiring dreaming and prompting people to share their own dreams TTL via social partnerships, PR, TV, Press, OOH, Social and VOD. An integrated campaign was developed with executions that concurrently broke through the barriers and drove play. While mass media launched the island dream, there were three very distinct roles for digital, direct and social.

- To ensure cut-through of the island world

- Establish ‘winning’ and ‘dreaming’ as a positive, personal thing by actively facilitating 2-way conversation, seeding interesting content and encouraging UGC creation

- Recruit and engage younger players

- Increase digital channel revenue and participation

Media partnerships with bespoke content for influential sites and partners joe.ie, journal.ie and Ireland's largest property website daft.ie reached new and younger audiences

Ireland has delivered the best sales uplifts across the 10 EuroMillions lotteries since launch.

Delivering:

€46.4m or 112.9% of target

‘Past Week’ play increased from 33% to 43% Adults.

Nowadays play +6% overall and increasing across ALL age cohorts, but especially +14% on elusive younger age cohort (18-24)

+24% return on investment

EuroMillions digital sales up by +61.37% YOY

There was an uplift in active online players +65.21% YOY

The performance of the #ShareTheDream campaign has consistently outperformed results of all our partners in Europe by significant double digit margins vs. comparable draws.

EuroMillions has made The National Lottery the fastest growing lottery in the world.

Digital:

Brand activity centred on disruptive social content and partnerships.

The content drove massive views and interactions:

• 111,000 Tweet impressions

• Over 500,000 Facebook engagements.

• Daft delivered over 1.6 million impressions.

• The Journal.ie,