A joint venture between different European lottery companies, EuroMillions in Austria is run and owned by Österreichische Lotterien – and one of their most important games. Every communication has to meet very strict legal and European brand regulations, as well as differentiate itself relevantly within the very full brand portfolio of Österreichische Lotterien. While the existing campaign worked well, it became clear that the brand needed to move forward without losing its heritage and equity. We shifted the communication away from sheer riches, money and “nouveau riche” towards a more personal and human interpretation of the claim “Richer than rich.”.
We focused more on the human consequences that a win in EuroMillions would allow. Adding style and sovereignty instead of simply showing off. To achieve optimum results we crafted the campaign using each medium with its specific strength. Instead of taking one motif, e.g. a film, and adapting it to each medium we created individual solutions for each touchpoint to tackle different challenges. Building brand via TV, building awareness via OOH, increasing involvement via Social, creating experiences via digital, converting via display ads and POP advertising.
The brand study Brand Asset Valuator shows that EuroMillions’ differentiation and relevance increased significantly. The brand was perceived significantly more energetic, more honest, more progressive and more premium.