EuroDreams: BoB and Unic make dreams come true for Swisslos
With the claim "Make your dream come true", the current Swisslos campaign aims to appeal to millennials and Gen Z. Webrepublic and Wirz are jointly responsible for the communication campaign for the new "EuroDreams" product in German-speaking Switzerland and Ticino as part of the BoB collaboration. Unic is responsible for the conception and implementation of the app.
The main prize of the new Swisslos product "EuroDreams" is big: CHF 22,222 per month over 30 years. Webrepublic and Wirz as agency partner BoB managed the launch of the new game in German-speaking Switzerland and Ticino from start to finish.
Unlike Lotto, Bingo or EuroMillions, EuroDreams is clearly aimed at a younger target group that has previously had little contact with lottery games.
Central to this is the app, which complements the classic games at the kiosk or on the website. Unic is responsible for the design and implementation. The in-app game generates numbers for the next draw in a playful way.
Parallel Co-creation from the app to the poster
As the project lead, Webrepublic was responsible for coordinating the numerous workstreams between all the agencies involved and the client Swisslos. The approach was not - as is usually the case - sequential, but parallel. This means that the creative process, app development and campaign planning influenced each other and were therefore optimally coordinated.
This created a consistent user journey across all touchpoints, from the mega poster to the game. The ads humorously show what you can do with EuroDreams - no matter how crazy a wish may be. The main thing is that the lucky winners can pursue their passions.
The large-scale awareness campaign can be seen on display ads, social media and (digital) out-of-home in German-speaking Switzerland and Ticino. The paid channels are supplemented by various organic measures such as a landing page and flyers at points of sale.
Responsible at Swisslos Intercantonal National Lottery: Markus Fischer (Head of Marketing & Distribution), Alona Jovanovic (Head of Product Management at Lottos), Sophia Michaelis (Product Management at Lottos), Kim Scheidegger (Head of Project Management), Patrick Heinimann (App Specialist). Responsible for Webrepublic: Tobias Zehnder (Partner), Julian Kaufmann, Margarita Kostopoulou, Silja Achermann (Strategy), Natacha Zurflüh-Khalifé, Nadine Schuler (Account Management), Stephanie Belvedere, Manuel Ritsch (Concept, Creative Director), Alex Laitenberger, Simone Lagomarsino, Neal Boschung, Fanny Ruf, Marina Knezevic (Multimedia Design), Roman Soom, Pascal Fust, Pablo Buettikofer (Media Buying), Sadhbh Sullivan (Social Media), Silvan Burnand (Digital Analytics), Philipp Hiemer, Pascal Misala (UX), César Desales, Paco Hobi (Software Engineering), MYGOSH (Video/Photo Production). Responsible for Wirz: Simone Jehle (Partner), Julia Ewers (Strategy), Florian Siegrist, Adrian Busse, Corinne Räber (Creation), Yussef Serrat (Production). Responsible for Unic: Philippe Surber (Partner), Roman Haag (Partner, Software Architect), Fabian Oehler (Account Manager, Project Management), Marco Schliesser (Lead Software Engineer), Tobias Kreutzer, Maciek Czmuda, Kacper Piwowarski (UX Concept and Design & 3D, heimoto).
