In 2013 Eurojackpot came to Lithuania. It is an international lottery in which players from 17 countries compete for a prize of 10 to 90 mln. Euro per person. In Lithuania, this is definitely the most luxurious lottery, and the ticket costs accordingly – 2 Eur. However, Teleloto, the oldest lottery in Lithuania, is still an absolute leader. So we had a few challenges. The first was to create a successful new identity and communication platform for the Eurojackpot lottery to attract new buyers, especially young people (21–30 years old), who usually don’t participate in lotteries in Lithuania. But at the same time, we had not to scare away the elders, who are an essential audience in lotteries. Another challenge was to give character to a faceless lottery and to position it as differently as possible from Teleloto and Viking Lotto. An additional problem was to make Eurojackpot sales grow without stealing the growth from the other two lotteries that belong to the same client portfolio.
To anchor Eurojackpot as the most luxurious lottery that offers a unique life chance to become rich and afford everything, we have created an anonymous character who has “won” this lottery, and bought air to boast and share his fresh new experience as a rich guy. Because, well, he can afford it. Using the humorous manner of a significant person, that is typical of Lithuanian celebrities and well greeted on social media, the character shared his “tough” life stories, like getting stuck in traffic among his own cars, pretense lack of small change, and other issues of superrich people. The reaction of people that sounded something like “I wish I had such problems!” had to become the stimulus to try luck in the Eurojackpot lottery. To communicate the idea properly, and attract younger customers, we have developed a style other than Teleloto and other lotteries: the most luxurious, gilded, and more modern. The lottery winner was using a simple, scornful and at times even arrogant way to speak in adverts. We deliberately chose a more liberal speaking manner and visuals, say, a golden toilet, that is more characteristic of social media.