The National Lottery

Aimed at arresting Lotto’s decline in brand relevance among its core consumers, this personalised OOH campaign launched a new brand positioning: Because it’s possible.



The objective of the campaign was to install a new brand positioning for Lotto. Aiming to positively stimulate brand relevance among the target group of 25-45 year olds, the campaign needed to arrest the decline in Lotto’s market penetration. Next to that, we wanted to positively influence brand image – personality & performance ratios – while stabilising brand awareness.

Strategy & solution


A fully customized and personalized OOH campaign was developed, including more than 11.600 panels divided on different national networks.

From a creative perspective, we adapted the copy to integrate a strong geo-localised element, to integrate down to the name of the street. There were even themes such as traffic lights and traffic jams!

In the train stations, the message was adapted depending on the location of each digital screen. For instance, the number of the platform or the name of the train station.


The campaign ended the 17th of October. We are awaiting the next set of quarterly results from the TNS Continuos research survey.

ipg media brands - Belgium