The Swedish National Debt Office Promo VINNARSHOP by McCann Stockholm


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Industry Lottery & Gambling
Media Promo & PR
Market Sweden
Agency McCann Stockholm
Director Henning Mark
Art Director Cecilia Dufils, Peter Eriksson
Copywriter Markus Bjurman
Producer Lia Eliasson
Released February 2011

Credits & Description

Category: Financial Products & Servcies
Product/Service: LOTTERY BONDS
Date of First Appearance: Feb 22 2011
Entrant Company: STORÅKERS McCANN, Stockholm, SWEDEN
Entry URL:
Account Director: Robert Nygren (Storåkers McCann)
Account Manager: Mirja Hjelm (Storåkers McCann)
Art Director: Cecilia Dufils (Storåkers McCann)
Copywriter: Markus Bjurman (Storåkers McCann)
Art Director: Peter Eriksson (Storåkers McCann)
Final Art: Calle Cassel (Storåkers McCann)
Director: Henning Mark (B-Reel Films)
Producer: Lia Eliasson (B-Reel Films)
Production Company: B-Reel (B-Reel)
Account Director: Emma Pernald (Storåkers McCann)
Media placement: Viral - Internet - 22 February 2011
Media placement: Micro Site - Internet - 22 February 2011

Describe the objective of the promotion.
To get new and existing consumers to invest in Riksgälden Lottery Bonds. You can win up to a million, but there’s no risks of losing your money.

Describe how the promotion developed from concept to implementation.
We set up a website called aimed at fans of team sports across Sweden, which we advertised via a viral film. Riksgälden acted as the main sponsor of Vinnarshops’ website with banners stating ”Love winning, but hate losing?”
On the site, the fans could choose products and challenge and taunt their friends who support other teams to ”safe up” by sporting both sides with gear from

Explain why the method of promotion was most relevant to the product or service.
Who wouldn’t like to be able to win, but never run the risk of losing? This is exactly what it’s like when you buy Lottery Bonds at the Swedish National Dept office, ”Riksgälden”. You can win up to a million, but there’s no risks of losing your money.To prove how brilliant Lottery Bonds are, we turned to the world of sports. Where else is the difference between winning and losing is so obvious? Especially if you’re a devoted supporter.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The concept ’Love winning, but hate losing’ is one of Sweden’s most liked campaigns and is loved both by the client and consumer.
The viral and mircrosite spread onto sports blogs and was shared among frustrated fans on their forums. The viral film and website has already attracted close to a 100,000 views from desperate Swedish sports fans, and that’s after only a month.