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. 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.
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