Lotteries´ campaigns focus on showing the luxurious life people could potentially gain.

This strategy pushes people to play only when these images come in front of their eyes.

But life is very different. It is full of duties and boring things to carry on and not that often people experience traveling with helicopters or sailing on a yacht.

Thus, to be more effective, West Lotto changes the strategy to change the people´s point of view. West Lotto points at the life people could lose instead, because this is the life people live every single second. This way any single duty or boring thing is a real reminder and pusher to go and play West Lotto.