Robert/Boisen+Like-Minded™

The 25th of December

How can we promote the Lotto Christmas Drawing that takes place on the 25th of December?

Challenge

The Add-On Calendar

In Denmark, the last day of Christmas is the 24th of December, but most families are still gathered on the 25th - left without any excitement and joy. So to make Christmas last a little longer, we developed The Add-On Calendar: an extra “door” that, with its innovative design, can be attached to alle Advent Calendars. It contains a Lotto ticket to the Christmas drawing the 25th of December.

Idea

The Add-on Calendar was promoted

through a 360° campaign across digital, TV commercials, and retail.

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More than 200.000 Add-on Calendars

was purchased - and 12 millionaires found.

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To further promote The Add-on Calendar,

we integrated it into Advent calendars in retail stores.

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Awards