26 briefcases, 26 voices, and a prize pool of €100,000 – that’s 538 Voice Hunt. The National Postcode Lottery, Talpa Network, and Abovo Media joined forces for this exciting and captivating radio game in the Netherlands.
The Challenge
The objective of the campaign was to boost brand consideration and increase consumer interest in joining the National Postcode Lottery. By raising brand awareness creatively and engagingly, Talpa aimed to not only familiarise consumers with the lottery but also encourage active participation.
The strategy
Radio 538 successfully introduced the 538 Voice Hunt, where the listeners searched for 26 voices of well-known Dutch celebrities. In the studio there were the 26 numbered golden briefcases well known from the TV game show *Miljoenenjacht* (Hunt for millions). The popular TV show known abroad as Deal or no Deal is also sponsored by the National Postcode Lottery in the Netherlands. Each briefcase contained an audio clip of a celebrity’s voice and a prize. The total value of the prizes was €100,000. Harder-to-guess voices had higher values, ranging from €500, €1,000, to €20,000. During the game, extra hints and extended quotes were provided. Listeners could register through the 538 app or website and then selected participants were informed about when they could join the game.
Media used
Radio
- Promotion of the event through 6 commercials per day (132 total).
- 15-second tag-on ads, 6 a day (132 total).
- In-program moments: natural integration of the National Postcode Lottery (NPL), 12 times per day (165 total).
- Reach: The radio spots on Radio 538 reached 3,027,000 people (aged 13+).
Online
- Sponsored campaign page on Radio 538.
- Social media posts on Radio 538’s Facebook and Instagram.
- Impressions: 118,216 via the campaign page, 1,156,000 via social media posts, 810,000 via Facebook, and 687,400 via Instagram.
Campaign results
The campaign with Radio 538 Voice Hunt had significantly positive effects on the National Postcode Lottery’s brand image and perception among lottery non-participants. After the campaign, there was a visible improvement in their attitude (+52%), an increase in consideration to participate (+64%), and higher spontaneous brand awareness.
The brand image of the National Postcode Lottery particularly strengthened in areas such as reliability (+66%), fun to participate (+83%), chances of winning (+53%), contribution to good causes, and safety of participation.
The collaboration between the National Postcode Lottery and Radio 538 was seen as a good match by 67% of respondents. For 43%, the programme positively changed their perception, and 12% of non-participants were encouraged by this campaign to consider joining the National Postcode Lottery.
Radio 538 Voice Hunt also directly influenced the station’s listeners: one-third of respondents said the programme made them listen more to Radio 538. Moreover, 61% of respondents enjoyed the game show, while only 9% said they didn’t.
A Successful Collaboration
538 Voice Hunt is an ideal collaboration, where we make the successful formula of the Postcode Loterij Miljoenenjacht interactive for 538 listeners. By combining a search for the voices of well-known Dutch celebrities with the familiar golden briefcases from *Miljoenenjacht*. And of course, there are great cash prizes to be won. With this partnership, we creatively build a positive brand experience. And it works, as we can immediately see in the results.
For a successful branded partnership with a radio station, it’s crucial that there’s a logical match between the brand and the station. Additionally, it’s essential to use a campaign mechanism that’s easy to understand and explain without too much complexity. In this case, the combination of the mechanism from the well-known TV programme *Miljoenenjacht* and the perfect translation to the audio version, Voice Hunt, which fits seamlessly with the station, makes this campaign particularly successful.
The case was originally published on: https://talpanetwork.com/nieuws/case-stemmenjacht/#case