Спортлото 5/36: Lucky Numbers by BBDO Efecta Belarus for Спортлото 5/36

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Спортлото 5/36: Lucky Numbers

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Industry Lottery & Gambling
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Russia
Agency BBDO Efecta Belarus
Released May 2008

Awards

MIAF Awards 2009
Print and The outdoor Travel and entertainment 1st place

Credits & Description

Sportloto 5/36 is an electronic interactive game where a player chooses 5 "lucky" numbers out of 36. Communicative challenge: to involve audience into search of numbers that can become lucky. Idea: even the number of the bus (trolleybus) you catch every day can become your lucky one and bring you money! Solution: to put advertising posters with the image of "Sportloto 5/36" coupon at bus stops where buses run with numbers from 1 to 36 and to cross out the actual bus numbers in the field of the coupon in the advertising poster. Depending on different bus routes, different numbers were crossed out in posters at different bus stops. Text (above): Here runs bus number 33. And how do you find your lucky numbers? Text (below): Here run buses number 19, 22 and 25. And how do you find your lucky numbers?