We made a film to travel social media and spark conversations. In the film, we set to find out, why men don’t live out their lottery dreams, when they win. So, we conduct an experiment on their wives. We connect them to a polygraph and ask, if the men are free to live out their lottery dreams.

The men observe from behind a one-way mirror as their lottery dreams are shot down. To help the men and save their threatened lottery dreams, we introduce a “pre-lottery agreement” for prize money; not yet won.

We shattered men’s lottery dreams. We turned lottery advertising upside down and started a conversation about what you don’t do, when you win a million. And in the process, we told everyone, that Keno was the highest chance of winning a million in Denmark.

Facebook was the at the center of the campaign and was backed up by a microsite, tv-spots, instore materials, banners and tactical retargeting banners.

To help the men and save their threatened lottery dreams, we then introduce a “pre-lottery agreement” for prize money; not yet won.

The agreement can be signed and shared online, and the story is taken up by papers, bloggers and on social media. A retargeting banner campaign reminds interested players to go visit the campaign site and buy lottery tickets.

As PR we made a short online film with relationship expert calling out for people to let their partners live out their

This was a game-changer for the category. Many lotteries have tried to make people share their lottery dreams online (with little success), but Keno made lottery advertising social.

More than 1 in 4 Danes saw the film online, and the idea travelled on social media and sparked thousands of conversations about how to use or let your spouse use possible winnings. It generated an impressive amount of press, and the concept of the spouse interrogation became a recurrent show on national radio. And as for sales; Keno sold more online lottery tickets than ever before.