Robert/Boisen+Like-Minded™

Reconnect with a new audience

Lotto once had a strong emotional bond with Danes through weekly live TV draws. But times have changed — live draws are gone, TV audiences are aging, and people spend less time with the brand. So how could Lotto reconnect with new audiences and rebuild that emotional connection in a digital world?

Challenge

A docu-series on Lotto winners

People are fascinated by real Lotto winners, but most prefer to stay anonymous. So we created dramatized, documentary-style content to share their stories – not to sell more tickets in the short term, but to get people to spend time with the brand online.

This insight became the foundation for the documentary concept "When Luck Showed Up."

Idea

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Awards