VeiligheidNL DM, Case study The Label Lottery by Lemz

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The Label Lottery

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Industry Public Safety, Health & Hygiene
Media Direct marketing, Case study
Market Netherlands
Agency Lemz
Creative Director Chester De Vries, Bram Tervoort
Art Director Luiz Risi
Released July 2012


Epica Awards 2012
Public Relations Promotions & Incentives Silver

Credits & Description

Agency: LEMZ
Category: Special Build
Advertising campaign: THE LABEL LOTTERY
Creative Director: Chester De Vries (Lemz)
Senior Creative: Daniel Te Lindert (Lemz)
Account Manager: Laura Bremerkamp (Lemz)
Strategy Director: Mark Woerde (Lemz)
Communications Manager: Cees Meijer (VeiligheidNL)
Art Director: Luiz Risi (Lemz)
Marketing Communication Advisor: Willemien Grootendorst (VeiligheidNL)
Creative Director: Bram Tervoort (Lemz)
Communications Advisor: Corine Zaagman-Doornbos (Nederlandse Voedsel- en Warenautoriteit )

Client Brief Or Objective
Do you read the labels on your household chemicals? Probably not. In fact, most of us don't, which is how 6,000 people end up in the hospital each year with painful injuries. So we came up with a sneaky plan to change this.

We went to the store, bought a large stock of household chemicals, and changed the labels by adding an extra closing sentence: "Congratulations! By reading this label, you just won EUR 1,000!" Without being seen, we placed the products back on the shelves. Then we waited for four whole weeks, and not a single winner called in – just as we'd expected. It was time to launch the “Label Lottery" campaign.

Thanks to the campaign 1 in 4 Dutch people are now carefully following the safety instructions on their household chemicals. That's an increase of 25%.

The Label Lottery activated Dutch people to dive into their kitchen cabinets and look for the winning line. Those who didn’t find a winning label at least read the safety information, significantly decreasing their chances of future injury. Thanks to the campaign, 1 in 4 Dutch people now carefully follow the safety instructions on their household chemicals. And that makes everyone a winner in the Label Lottery.