CHALLENGE
While previous TV ads have been effective, Alzheimer’s Society wanted to improve the effectiveness of their banker lottery DRTV ad.
What we achieved
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Creative
Proposition & Messaging, Creative Approach
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Production
DRTV Film Production
Insight
Insight from the market and previous lottery DRTV campaigns showed that it’s key to balance two key messages: the thrill and excitement of winning and the satisfaction of supporting Alzheimer’s Society. So, we knew we needed to maintain the successful elements from the current ads but dial up the excitement and fun.
Solution
The result was a concept that brings the feeling of winning closer to home.
‘Just Playing Feels Like Winning’ builds the sense of excitement through the thought of all the little dreams you might make a reality with the cash prize while reinforcing how every ticket helps Alzheimer’s Society continue their vital care, support, and research.
The advert has resulted in an average 15% increase in lottery ticket revenue in its first two quarters of running.