In January 2013, Amsterdam based ad agency ‘They’ was in a last round battle to win the Dutch State Lottery as a new account. The central idea was to bring happiness to people. brandis developed a shop-in-shop and brand activation concept for the pitch.
The idea was to develop pop up stores where consumers could get information, buy a lottery ticket or get a subscription.
Instead of getting your ticket directly at the register you could also operate a “magic machine” to help you pick your numbers.
In this way, placing your bet would become more interactive and fun. The last number of your ticket would get you a specific goodie bag. The goodie bags where intended as an extra incentive to go into one of the pop up stores.
You could buy “Lucky Cards” to send to your friends and on your way out you could pick up a candy bar. If it’s your lucky day your candy bar would contain a lottery ticket – life is sweet! The pop up store was also translated into a “Lucky Bus” that could show up all over the Netherlands serving the same purpose.
Unfortunately we didn’t win the pitch but it was great working with ‘They’.
Better luck next time.