LOTTERY OF LIFE by Lowe Brindfors Stockholm for Save The Children

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LOTTERY OF LIFE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Pelle Lundquist, Emmeli Österdahl
Copywriter Stefan Pagreus, Aron Levander
Account Supervisor Malin Sävstam
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SAVE THE CHILDREN SWEDEN
Product/Service: CHILDREN'S CHARITY
Agency: LOWE BRINDFORS
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Entry URL: http://www.anonymousagency.net/showroom/savethechildren/thelotteryoflife/
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Pelle Lundquist (Lowe Brindfors)
Art Director: Emmeli Österdahl (Lowe Brindfors)
Copywriter: Stefan Pagreus (Lowe Brindfors)
Copywriter: Aron Levander (Lowe Brindfors)
Account Supervisor: Malin Sävstam (Lowe Brindfors)
Account Manager: Anna Tanser Wohlin (Lowe Brindfors)
Account Manager: Kristin Enersen (Lowe Brindfors)
Planner: Mehrnaz Bejne (Lowe Brindfors)
Graphic Designer: Ola Lanteli (Lowe Brindfors)
Production Company: (B-Reel Films)
Film Director: Johan Perjus (B-Reel Films)
Director of Photography: Jon Hertov (B-Reel Films)
Sound Design: (Redpipe)
Media placement: Internet - Www.livetslotteri.se - 15 March 2010

Results and Effectiveness
This was Save the Children Sweden’s first online campaign and we managed to engage a new younger target group. After about a month after the launch we hit 100,000 lottery tickets (with visitors from 121 countries even though the site is all in Swedish). Blog posts can be counted in the thousands and almost every participant are still publishing their alter egos on their Facebook, Twitter or blog. The user spends an average of 4 minutes interacting with their life lottery ticket and reading about how Save the Children works to provide a better future for all children.

Creative Execution
This idea was executed for Sweden, a country with one of the smallest populations in the world. The probability of being born in Sweden is merely 0.08%. By spinning a statistically correct life lottery wheel you are whirled through different environments until you end up in your new homeland. With the help of Facebook Connect you then get to see your name on the wristband of your newborn alter ego and on a life lottery ticket. On the lottery ticket you can see what problems you face, based on real life statistics. For you to get a closer real bond to your country you could also experience it with content from Wikipedia, Google Maps, Flickr and YouTube. You could spread your alter ego using social media and collect support. The people that collected the most support had the chance to win a field trip to their new homeland.

Insights, Strategy & the Idea
The campaign is based on a thought that many of us have shared: What if I was born somewhere else? What would my life be like? And who would I become? This thought becomes very relevant when talking about children in need all over the world. We are constantly exposed to the misery of the world. A misery that often is far away and hard to relate to. But the truth is it might as well have been you. So we found a way for you to experience what would happen if you had another spin in the Lottery of Life. Based on real life statistics of birth numbers you could see where you would be born and what problems you would face in your new country. The objective was to use this common thought and decrease the distance between you and "them". And thus creating engagement and spreading knowledge.