Sazka decided to increase the ticket prices for the Czech Republic's 40-year old flagship lottery game – Sportka. We needed to maintain sales by re-igniting interest in the game's big money prizes, despite the price increase.

Our campaign amplified the existing advertising concept and complemented the TV perfectly, so consumers easily understood the key message about big money prizes. Huge word-of-mouth and trade, local and nationwide PR coverage helped Sazka maintain ticket sales and increase sales value for the Sportka game.

We devised, designed and produced over 20 different everyday city objects and oversized them dramatically! We created Sportka-branded enormous benches, giant shopping trolleys, mega mail boxes, colossal telephone boxes, big bus stops and massive steps in the underground to bring the message home. In addition, we negotiated special 'enlarged' editions of the Metro newspapers and distributed 40,000 big beer mats in restaurants, bars and clubs. Everything carried the "Bigger than usual" message, connecting them with winning big prizes.

We positioned these objects in the same places where you normally find them (hypermarkets, parks, famous squares, bus and metro stations) for a month. Prague was literally transformed. Consumers could not fail to miss these installations, engaging with the brand in a humorous way and enjoying playing with them. To add further impact, we scheduled the campaign to run during the World Ice Hockey Championships in Prague, when more people would be out-and-about, on the streets and on public transport.

We had to show clearly how Sportka offers everyone the chance to win big money and encourage consumers to buy a ticket. Sportka's current television campaign – "Bigger than usual" – centred around winning the CZK 40M jackpot. However, in a tired market, there was increasing consumer indifference to this TV-only message. Our idea was to take the "Bigger than usual" campaign into unique outdoor concepts and take people by surprise. Scale was important to bring 'bigness' to life, so we identified everyday connection points and made them larger than life with big-thinking media.