Happy birthday, lucky girl!
Games of chance Rive Gauche TBWA brings the lottery balls to life for Loterie Romande.
Games of chance Rive Gauche TBWA brings the lottery balls to life for Loterie Romande.
The same six numbers win the Swisslotto numbers lottery throughout Switzerland. The jackpot is also the same from Romanshorn to Geneva. However, the game of chance in French-speaking Switzerland is organized by the independent company Loterie Romande in Lausanne, while Ticino and German-speaking Switzerland are served by Swisslotto from Basel. As a result, French-speaking players are not advertised with Contexta's "Nobody makes more millionaires than us" campaign. Following a competition held in June 2004, Loterie Romande decided to entrust its advertising budget for Swisslotto in French-speaking Switzerland to the Geneva-based agency Rive Gauche TBWA. The company employs ten people and also works for Valser Wasser, for example.
Campaign breaks new ground
With a total budget of 3.8 million francs - a rarity in French-speaking Switzerland - the lucky charms of Loterie are now launching a fantasy-laden image campaign with plenty of humor that breaks new ground.
In collaboration with producer Thierry Bourdeille from Le Studio in Geneva and Pierre Coffin, the Parisian pope of synthesis animation, Rive Gauche has "revolutionized the communication rules of the lottery", according to CD Alphonse Garcia. Instead of showing what you could do with a million-dollar prize, Rive Gauche has "breathed life into the product". The balls have been transformed into three-dimensional creatures in a hyper-realistic setting, just waiting to finally make people happy.
In view of the additional competition from Euro Millions, the new campaign is intended to boost Swisslotto's popularity. "If someone can win 99 million francs with Euro Millions, as was recently the case in Valais, it doesn't seem so amazing if I can buy two Lamborghinis from a normal lottery win," says Garcia, explaining his new approach. The new campaign no longer aims to advertise the millions, but rather a fundamental joy of gambling.
This is shown with various scenes from the fictional life of the lucky balls. One dog is called Joker and wants to go for a walk every Wednesday and Saturday. In the hospital, a ball has given birth to three lucky balls. If they had been sextuplets, they would have hit the jackpot. And in a family scene, the half-grown balls insist on their right to "sortir" on Saturday - in other words, to go out.
The campaign will run throughout the year. The program includes four TV commercials, cinema spots, posters, newspaper and magazine advertisements as well as POS material in kiosks. According to Garcia, it remains to be seen whether the ads will also be used in German-speaking Switzerland at a later date.
The other way round: instead of showing winnings or winners, the campaign focuses on the lottery itself.
Only triplets: six balls would have been enough to win the jackpot, suggests the lottery commercial.
Your millions come: Rive Gauche TBWA does not advertise Loterie Romande with winnings and winners, but lets the lucky balls themselves ensure (wealth) growth >> page 9
Andreas Panzeri
The same six numbers win the Swisslotto numbers lottery throughout Switzerland. The jackpot is also the same from Romanshorn to Geneva. However, the game of chance in French-speaking Switzerland is organized by the independent company Loterie Romande in Lausanne, while Ticino and German-speaking Switzerland are served by Swisslotto from Basel. As a result, French-speaking players are not advertised with Contexta's "Nobody makes more millionaires than us" campaign. Following a competition held in June 2004, Loterie Romande decided to entrust its advertising budget for Swisslotto in French-speaking Switzerland to the Geneva-based agency Rive Gauche TBWA. The company employs ten people and also works for Valser Wasser, for example.
Campaign breaks new ground
With a total budget of 3.8 million francs - a rarity in French-speaking Switzerland - the lucky charms of Loterie are now launching a fantasy-laden image campaign with plenty of humor that breaks new ground.
In collaboration with producer Thierry Bourdeille from Le Studio in Geneva and Pierre Coffin, the Parisian pope of synthesis animation, Rive Gauche has "revolutionized the communication rules of the lottery", according to CD Alphonse Garcia. Instead of showing what you could do with a million-dollar prize, Rive Gauche has "breathed life into the product". The balls have been transformed into three-dimensional creatures in a hyper-realistic setting, just waiting to finally make people happy.
In view of the additional competition from Euro Millions, the new campaign is intended to boost Swisslotto's popularity. "If someone can win 99 million francs with Euro Millions, as was recently the case in Valais, it doesn't seem so amazing if I can buy two Lamborghinis from a normal lottery win," says Garcia, explaining his new approach. The new campaign no longer aims to advertise the millions, but rather a fundamental joy of gambling.
This is shown with various scenes from the fictional life of the lucky balls. One dog is called Joker and wants to go for a walk every Wednesday and Saturday. In the hospital, a ball has given birth to three lucky balls. If they had been sextuplets, they would have hit the jackpot. And in a family scene, the half-grown balls insist on their right to "sortir" on Saturday - in other words, to go out.
The campaign will run throughout the year. The program includes four TV commercials, cinema spots, posters, newspaper and magazine advertisements as well as POS material in kiosks. According to Garcia, it remains to be seen whether the ads will also be used in German-speaking Switzerland at a later date.
The other way round: instead of showing winnings or winners, the campaign focuses on the lottery itself.
Only triplets: six balls would have been enough to win the jackpot, suggests the lottery commercial.
Your millions come: Rive Gauche TBWA does not advertise Loterie Romande with winnings and winners, but lets the lucky balls themselves ensure (wealth) growth >> page 9
Andreas Panzeri
