Win for Life: +74% awareness among young adults (18-24) with Studio Brussel’s help
The scratch ticket Win for Life made an impressive comeback. A fresh look, improved gameplay experience, and a campaign that seamlessly resonated with a wide audience dispelled any doubts and regained their trust. The result? An enhanced image, a rejuvenated reach, and a significant sales boost. Melissa Fastenaekels, Marketing Business & Brand Manager at the National Lottery, shares the story.
The challenge
The iconic scratch ticket had lost ground in recent years, with lingering doubts about whether there were any real winners. “We needed a fresh start: a new visual identity and a creative concept offering an improved gaming and winning experience that would also appeal to younger audiences,” says Fastenaekels.
The new visual and auditory identity of Win for Life became more playful, and the campaign now successfully engages a younger demographic. The highlight? A cheerful pink parrot that keeps repeating: You could win every month!
The solution
“In April, our campaign took off with a bang. Alongside radio, we went all-in with TV, (D)OOH, digital, and activations at no less than 26 festivals, including 11 with our grand ‘scratch-to-win’ stand!” says Fastenaekels.
In May, they added a unique partnership with Studio Brussel: ‘The Golden Festival Wristband’.
Three groups of friends were given the chance to camp for a week at the iconic VRT tower. Each day, they faced fun challenges to earn points, with the ultimate reward being free access to all major summer festivals.
“Studio Brussel is the festival station: live music, interviews, groundbreaking radio, and a strong social media presence that even reaches Gen Z,” Fastenaekels explains.
The results
Sales peaked in April, May, and June, with spontaneous awareness rising across all target groups. Most notably, awareness among young adults (18-24) skyrocketed by 74%, from 19% to 33%.
The campaign also boosted the brand’s image on attributes like ‘fits me,’ ‘modern,’ and ‘makes me smile.’ On top of that, 324,270 festival wristbands were redeemed—10,000 more than the previous year, despite fewer activation days. A win on all fronts.*
*Source: Internal data, Win for Life
