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2017

Money Multiplier Launch

Company DDFH&B
Client National Lottery
  • Commended
    2 Film: TV, Cinema, Web - TV Commercial (up to 30 seconds)
Client
Matt Osgood
Copywriter
Ted Barry
Art Director
Paudge Donaghy
Creative Director
Paudge Donaghy
Account Director
Emily Lyons
Agency Producer
Dave Brady
Production Company
Butter
Director
Lorcan Finnegan
Producer
Michael Duffy / Grainne Tierney
DOP
Simon Walsh
Production Company
Windmill Lane
Editor
John O'Connor
Sound Company
Mutiny
Sound Engineer
Mark Richards
Client
National Lottery
Product
Scratch Cards
Client
Matt Osgood
Copywriter
Ted Barry
Art Director
Paudge Donaghy
Creative Director
Paudge Donaghy
Account Director
Emily Lyons
Agency Producer
Dave Brady
Production Company
Butter
Director
Lorcan Finnegan
Producer
Michael Duffy / Grainne Tierney
DOP
Simon Walsh
Production Company
Windmill Lane
Editor
John O'Connor
Sound Company
Mutiny
Sound Engineer
Mark Richards
Client
National Lottery
Product
Scratch Cards

The National Lottery Ireland (TNL) wanted to launch a new scratch card to appeal to a younger demographic. We
needed to cause disruption in a crowded category so an arresting campaign and different behaviour was required to
get cut-through.
The idea:
Given our target, we put digital disruption at the heart of our campaign. The creative idea was to represent the
multiplier effect of our game play with the ultimate multiplier – bunnies. Every touchpoint across all our platforms
multiplied the effect by using our bunnies bursting through in a multi-channel campaign – including online content
teasers, TV, VOD, behind the scenes videos with our “star”, Live TV PR stunts, online and extensive social activity.
Results:
22,833 comments on launch day on Facebook alone
Campaign tracking showed 64% of players aged 25-40 more likely to play Multiplier
+10% increase in play on all Instant Win Games for the advertiser in 25-34 age group
Online games delivered almost 200% of target in first month (€388k against €200k target)
Total revenue for IWG category increased by 30% on average over the campaign period

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