Orange Babies: Reverse Lottery

Credits:

Brief:
Orange Babies is a foundation whose main purpose is to assist pregnant women infected with HIV and their babies in Africa. Therefore money is needed. This year, the organisation of the Millionaire Fair (a very popular and yearly returning event which is visited by 45.000 people each year) decided to give Orange Babies a free stand. Our brief was to collect funds at the Millionaire Fair and to make visitors aware of the goals and importance of Orange Babies.

Execution:
Selling scratch tickets is a common thing in The Netherlands because Dutch people don’t mind paying for something if there is something in for them. This time though, we gave it a little turn. The Millionaire Fair is a very popular and yearly returning event which has been visited by 45.000 people this year. We think it is a smart thing to collect funds at this place, because of the great number of wealthy visitors.

Solution:
Ogilvy invented the reverse lottery. During the Millionaire Fair from 6th to 10th December in the Amsterdam RAI complex, we sold scratch tickets for 1 Euro each to the wealthy visitors. Each scratch ticket has a box saying ‘Your prize’, which can be scratched open, to give a surprise. It reveals texts such as ‘Donate 50 Euro', ‘Buy a new ticket’ and ‘Donate 10 Euros a month’, which makes it a real reverse lottery. We asked famous Dutch people, like Natasja Froger, to sell the tickets.

Result:
We sold almost 1.500 scratch tickets during 5 days and collected no less than 25.000 Euros for Orange Babies. Our unconventional lottery also managed to make it to a famous Dutch program called ‘Pauw & Witteman’ where the Lottery was discussed. That program was seen by 800.000 viewers. So, besides the funds we collected, we also managed to create great free publicity for Orange Babies. Not bad for a budget of 1.500,- Euros (production costs of the tickets).

Advertiser/Client: ORANGE BABIES
Product/Service: PUBLIC AWARENESS
DM/Advertising Agency: OGILVY AMSTERDAM
Country: THE NETHERLANDS

Name Position Company
Carl Le Blond Executive Creative Director Ogilvy Amsterdam
Edsard Schutte Copywriter Ogilvy Amsterdam
Jan-Willem Smits Art Director Ogilvy Amsterdam
Janneke Koreneef Account Manager Ogilvy Amsterdam
Baba Sylla Director Orange Babies
Anne van Leeuwen Designer Ogilvy Amsterdam