Kombispel DM, Case study Kombispel: The Scratch Lottery by BerntzonBylund

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Kombispel: The Scratch Lottery

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Industry Toys
Media Direct marketing, Case study
Market Sweden
Agency BerntzonBylund
Creative Director Hans Bylund
Art Director Johan Gustafsson, Erik Olsson
Designer Marie Carlström, Isa Svärd
Photographer Jimmy Dahlberg
Released February 2012

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: KOMBISPEL
Product/Service: LOTTERY
Art Director: Johan Gustafsson (BerntzonBylund)
Art Director: Erik Olsson (BerntzonBylund)
Production Manager: Jesper Månsson (BerntzonBylund)
Account Executive: Joachim Berntzon (BerntzonBylund)
Creative Director: Hans Bylund (BerntzonBylund)
Designer: Isa Svärd (BerntzonBylund)
Designer: Marie Carlström (BerntzonBylund)
Photographer: Jimmy Dahlberg (Freelancer)
Marketing Manager: Eva Henriksson (Kombispel)
Media placement: DM-Piece - Windshields Of Cars - 15 December 2011

Describe the brief/objective of the direct campaign.
Kombispel is a Swedish lottery company that wants to make life a little more exciting. The winter in northern countries makes life difficult for car owners. But Kombispel saw an opportunity to make something tiresome more fun.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a Direct Marketing piece with the message 'Scratching should be fun'. It contained a scratch card as a giveaway. At night before it started to snow, we put the DM piece on the windshields of parked cars. During the night the DM piece was covered by snow and ice. The following morning when the car owners scratched their windshields clear of ice and snow, Kombispel reminded them that scratching should be fun.

Explain why the creative execution was relevant to the product or service.
Using the element of surprise we turned the most boring activity of the day - scratching the windshield - into something fun - scratching a scratch card. This way Kombispel managed to fulfill its brand promise - to make life a little more exciting.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We can’t stop the snow from falling or the ice from covering windshields. But we can provide a fun alternative to all the boring scratching. Something that makes life more exciting. The next time recipients scratch their cars they will think of Kombispel and realise that 'Scratching should be fun'.