The Danish National Lottery

The Add-on Calendar

BRIEF

How can we promote the Lotto Christmas Drawing that takes place on the 25th of December?

IDEA

In Denmark, the last day of Christmas is the 24th of December, but most families are still gathered on the 25th - left without any excitement and joy. 

So to make Christmas last a little longer, we developed The Add-On Calendar: an extra “door” that, with its innovative design, can be attached to alle Advent Calendars. It contains a Lotto ticket to the Christmas drawing the 25th of December. 

RESULTS

• +200.00 calendars attached

• Highest sale in 8 years

• 12 millionaires found

• 100% boredom eliminated