Lottery millionaires remain modest
Contexta visualizes the dreams of how you can be a millionaire tomorrow thanks to Swiss Lotto.
After winning the lottery, everything is different: instead of working as a sales clerk in the supermarket, a lucky winner suddenly finds herself shopping in an elegant shoe store. Or instead of the machines in the workshop, a craftsman suddenly finds himself steering the motorboat of his dreams as a leisure captain. "It can happen that quickly" is the logical core message of the new campaign that Contexta has created for Swiss Lotto. Under the new claim "Millionaire tomorrow", the campaign gets to the heart of the new positioning: thanks to Swiss Lotto, dreams can become reality overnight. To this end, six TV commercials show how winning the lottery can positively change your life from one moment to the next. A bricklayer in charming company is delighted with his new pool, a road worker enjoys his new freedom on his Harley and a secretary no longer taps on her computer keyboard but on the keys of her new grand piano.
The campaign also works according to the same mechanics in print. There, life before and after winning the jackpot is staged according to the "before/after" principle. Radio spots also use a surprising sound morphing to show how quickly a lottery win can change the life of the winner. Both the radio and television commercials were pre-produced with various trimmings so that the current jackpot amount can be communicated in the commercials.
In ten years of collaboration, Contexta has continuously developed the Swiss Lotto brand and positioned it in line with the market. For the new campaign, Swiss Lotto's corporate design was completely revised for all communication measures. The new Plus supplementary product is also being introduced with the current campaign. Anyone who ticks one of three Plus numbers increases their chances of winning. With this campaign, Swiss Lotto is also differentiating itself more strongly from its rival product Euro Millions. A conscious decision was made not to stage any grandiose luxury. The Swiss Lotto millionaire is characterized by the fact that he enjoys his wealth, but does not flaunt it.
Andreas Panzeri
The campaign also works according to the same mechanics in print. There, life before and after winning the jackpot is staged according to the "before/after" principle. Radio spots also use a surprising sound morphing to show how quickly a lottery win can change the life of the winner. Both the radio and television commercials were pre-produced with various trimmings so that the current jackpot amount can be communicated in the commercials.
In ten years of collaboration, Contexta has continuously developed the Swiss Lotto brand and positioned it in line with the market. For the new campaign, Swiss Lotto's corporate design was completely revised for all communication measures. The new Plus supplementary product is also being introduced with the current campaign. Anyone who ticks one of three Plus numbers increases their chances of winning. With this campaign, Swiss Lotto is also differentiating itself more strongly from its rival product Euro Millions. A conscious decision was made not to stage any grandiose luxury. The Swiss Lotto millionaire is characterized by the fact that he enjoys his wealth, but does not flaunt it.
Andreas Panzeri
