The creative idea was to launch a new type of Lotto: Rather than the weekly draw of big prize on national, linear TV, we held daily draws on Facebook. Every day we created a new multi millionaire in a different foreign currency, who had to go that exact country and pick up the prize him/herself.

Each day's draw was broadcast on Facebook, with locally produced, tailor-made content from that day's country and how to best spend the prize money when traveling there. The game was promoted on TV, in social media and all points of sale.

The campaign generated an overall 3,4 million video views, and turned those normally slow weeks in October and November into good ones - with sales going up by 6,3 %.