case nationale p postcode loterijj creative camp creative camp creative camp 75 75 75 ‘Win with the Golden Ticket!’: a creative and well-timed campaign in Veronica magazine, based entirely on the theme of ‘film’. Nationale Postcode Lotterij hoped that the campaign would result in 25,000 opt-in leads. Ultimately it yielded three times that many! PROPOSITION Golden Ticket To collect at least 25,000 opt-in leads for the National Postcode Lottery. Message Try your luck at winning a film prize package valued at more than EUR 50,000 with a unique winning code. Use of media • Spread in the first section of Veronica magazine with an adhesive card in the form of a cinema ticket; • Four 1/3 pages amongst the daily ‘TV today’s viewing tips’; • Online exposure. Product Objective RESULT: WAY ABOVE TARGET The unique winning code had to be activated by visiting www.Veronicamagazine.nl. Subsequently the contact details of the participant were made ‘opt-in’ for use by the National Postcode Lottery. The result exceeded even the most ambitious estimates: more than 75,000 leads were collected for the National Postcode Lottery in only nine days’ time. And, furthermore, these leads had a very good conversion! EYE-CATCHING AND APPEALING! An eye-catching spread was placed in the first few pages of the magazine with an adhesive card in the form of a cinema ticket. It was perfectly timed in the middle of Veronica’s May Film Month. The Veronica magazine designers based the ‘Golden Ticket’ campaign entirely on the theme of ‘film’. The cinema ticket had a unique winning code which gave readers a chance of winning fantastic film-related prizes such as a home cinema, blu-ray players, LED TVs, DVD boxes and cinema tickets. Four 1/3 page advertisements were also placed amongst the daily viewing tips to optimise contact. 28 Pagina 27
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