Aimed at arresting Lotto’s decline in brand relevance among its core consumers, this personalised OOH campaign launched a new brand positioning: Because it’s possible.
The objective of the campaign was to install a new brand positioning for Lotto. Aiming to positively stimulate brand relevance among the target group of 25-45 year olds, the campaign needed to arrest the decline in Lotto’s market penetration. Next to that, we wanted to positively influence brand image – personality & performance ratios – while stabilising brand awareness.
A Kantar post-test revealed that the campaign benefited from significantly higher recognition among young people (50% vs 37%), and that it was more motivating for younger people than for older people (63% vs 45%).
During the campaign period, the stated intent to play of people 25-44 jumped from 8 to 19%.
The attributes of the brand also moved in the right direction with this target audience: accessibility from 47% to 53% and “anyone can win” from 43% to 50%.