The film features Paul, who is well known as somewhat of a fool in Belgium.

Winning Euromillions doesn't mean you're free from everyday cares. Paul has to endure traffic jams, just like everyone else. Albeit with his private jet. He too feels parking stress. With his yacht. And he also watches his expenses… - that's why he drives his sports-car under the toll-gate.

Playing more often to Euromillions means dreaming more often of a rich life.

We reach the people where they were the most sensitive to dream about having more money: looking for discounts and coupons in promotional leaflets. So we created a

discount leaflet with promotions for Euromillionaires. We used the same recognizable look and feel, but the promos were slightly different...

During the 3 weeks of the campaign, participation to Euromillions increased by +18%

Committed users increased by +5.2%