The Irish National Lottery has launched ‘You’ll See The Signs’, a campaign created by Folk VML to mark the biggest set of changes to Lotto in eight years. From Saturday 5 September the game drops from 47 balls to 45, shortening the odds of winning the jackpot from 1 in 10.7 million to 1 in 8.1 million. A third weekly draw arrives on Mondays, and the Lotto Plus 2 top prize rises from €250,000 to €1 million. There are no changes to the price to play either Lotto or the Lotto Plus games
The campaign works backwards from the change. If more people are winning, we expect the country will start to show it. Rather than the moment of a win, the work is made from the small tell tale details that would begin appearing in ordinary Irish life once millionaires become more common.
Anne Mulcahy, Chief Marketing Officer at the National Lottery, said:
“This is a really exciting time for Lotto, with less balls, better odds and more chances to win. ‘You’ll See The Signs’ gives us a way to make that change feel real and appropriately motivating, rather than technical. If we are creating more winners and more millionaires, then sooner or later we expect the signs will start appearing all around us.”
Jonny Cullen, Creative Director at Folk VML, said:
“People aren’t necessarily thinking about the fact that Lotto has gone from 47 balls to 45, so the work has to earn its way in before it explains anything. We built it to capture attention with one emotional thought, that there are more millionaires out there, and to sustain it by making every sign a small puzzle you want to solve.’
The campaign runs nationwide across TV, AV, outdoor, radio and social, with each execution built for the channel it appears in rather than resized into it. Media is handled by Starcom. The first draw under the new format takes place on Saturday 5 September, with the first Monday draw on Monday 7 September.