Fühl dich Lotto
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
Anticipation. Excitement. Moments of happiness – LOTTO means so much more than just the chance to win big. It’s all about a wide range of positive emotions and experiences: from the eager purchase of a ticket, to the excitement of the draw, all the way to the joy of winning. With the iconic campaign claim “Fühl Dich LOTTO” (“Feel LOTTO”), we capture this diverse world of emotions. The campaign includes classic out-of-home media, radio spots, and posters in over 3,300 retail outlets. In addition, the campaign spots are shown on info screens, addressable TV, as well as online and across social media platforms.
The Jury‘s Statement
In a market that often addresses LOTTO through promises of winning, RED anchors "Fühl dich Lotto" ("Feel Lotto") in the brand’s emotional experience. The claim brings together anticipation, suspense and moments of happiness in a concise guiding idea that continues through clear visuals and a disciplined rollout across classic media. The fact that imagery, tone of voice and channels all convey the same attitude gives the brand a contemporary profile and makes the campaign a robust long-term communication framework.
