Erdmannpeisker: Lucky song for scratch cards
Swisslos commissioned Erdmannpeisker to develop a comprehensive branding campaign for scratch-off tickets, positioning them in an appealing way to attract new target audiences.
In the positioning process, we worked with the customer to identify the most important customer insight and strongest driver for the purchase of the product on the one hand and to differentiate it from Swisslos' other products/business areas on the other. Whether an experienced lottery player or a beginner, at the moment of scratching off, nobody can escape the excitement of a possible win. For a brief moment, everything suddenly seems open. This thrill accumulates in the new claim "Is today your lucky day?".
Happiness is a fleeting commodity. When it comes to happiness, almost everyone has their own way of dealing with it and quite a few people want to give happiness a boost. Whether with classic
Lucky charms or special quirks - the methods are as varied as the people.
The agency was therefore looking for a form of storytelling that was as catchy as possible, with which the various quirks and little superstitions of the people could be presented in a sympathetic way. Together with the Swiss hit producer Roman Camenzind, a catchy tune was created about the quirks of the players. The song was staged by Markenfilm and the young director Rogier Hesp with quirky humor and a lot of warmth.
In addition to the two TVCs, a music video was edited with the film material. The song is available for free download on iTunes and the Swisslos website. In addition to TV and online, the campaign can also be seen on posters, on the radio, at the POS and in advertisements.
