Danske Spil Lotto
Effect
+200.000
calendars attached
Highest sale
in 8 years
100%
boredom eliminated

The Add-on Calendar

Back to work
All cases from client

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.

More than 200.000 Add-on Calendars
was purchased - and 12 millionaires found.

To further promote The Add-on Calendar,
we integrated it into Advent calendars in retail stores.

Awards