SHOW THEM THE MONEY by Leo Burnett Shanghai for TAIWAN LOTTERY

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SHOW THEM THE MONEY

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Industry Lottery & Gambling
Media Promo & PR
Market China
Agency Leo Burnett Shanghai
Associate Creative Director Arthur Wu
Creative Director May Liu
Art Director Jill Wang
Copywriter Wing Liang, Hsiaofen Yu
Released September 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: TAIWAN LOTTERY
Product/Service: LOTTERY
Agency: LEO BURNETT COMPANY
Date of First Appearance: Sep 9 2010
Entrant Company: LEO BURNETT COMPANY, Taipei, CHINESE TAIPEI
Creative Director: May Liu (Leo Burnett Company)
Associate Creative Director: Arthur Wu (Leo Burnett Company)
Copywriter: Hsiaofen Yu (Leo Burnett Company)
Art Director: Jill Wang (Leo Burnett Company)
Group Account Director: Jerry Lee (Leo Burnett Company)
Account Executive: David Lin (Leo Burnett Company)
Graphic Artist: Nicky Lee (Leo Burnett Company)
Copywriter: Wing Liang (Leo Burnett Company)
Media placement: TV Campaign - 2 Spots - TVBS-N - 9 September 2010
Media placement: TV Campaign - 2 Spots - CtiTV - 9 September 2010

Describe the objective of the promotion.
This lottery game is less attractive than other games since the first prize is only NT$8 million while other games are more than NT$100 million.
Agency’s work is to make it more appealing to consumers.

Describe how the promotion developed from concept to implementation.
The main purpose of this campaign is to increase the sales of this game by getting more current users to buy the product, and further to attract more potential users get into this game.
The game generates the first prize every day except Sunday, which is more frequent than other games. Compared with other games, there is a better chance to win the NT$ 8 million.
Agency wants to deliver the truth that there is a chance to win the first prize of NT$ 8 million in every day, and let people know how much is NT$ 8 million.

Explain why the method of promotion was most relevant to the product or service.
People can hardly imagine how much and how huge NT$ 8 million would be when money is only a figure on the paper. It’s more concrete and impressive when people can see it and even touch it.
We decided to show people the real money, show them how much is the money of NT$ 8 million would be. We made the first prize NT$8 million mock-up and put it in every lottery store. Everyone got the chance to hug the pos in person, to experience the first prize of the game.

Describe the success of the promotion with both client and consumer including some quantifiable results.
When the POS launched, the media gave the massive reports. TV, newspaper, internet media reported the POS intensively. The media value within 2 days was over NT$10 million which generated more efficiency than a general advertising budget for 2 years.
The campaign helped client to increase sales for 17% in 6 weeks.