EuroMillions is a transnational lottery that was launched in 2004 by France's Française des Jeux, Spain's Loterías y Apuestas del Estado and the United Kingdom's Camelot, rapidly joined by the Austrian, Belgian, Irish, Luxembourgish, Portuguese and Swiss lotteries. Drawings are held every Tuesday and Friday night, with jackpot winning odds of 1:140million. All prizes, including the jackpot, are tax-free except in Switzerland, Spain and Portugal.
Jackpot winning creative concept
When the European lotteries participating in EuroMillions changed the game's set of rules in 2016, the Loterie Romande asked Emakina to create an omnichannel campaign to advertise this change in French-speaking Switzerland. We based the campaign around the tagline ‘Rêver sans limites’ (‘Dream Without Limits’) to emphasise how winning might change the users' lives. The humorous and emotional aspects were key to the campaign's success, with average stakes per draw increasing by 9% after launch.
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