Deployment of AdStreet to create additional awareness for the Street Prize 10-day event
To create extra awareness for the Street Prize 10-day during the European Championships, the Nationale Postcode Loterij deployed AdStreet via Mediahuis Connect. With a changing message, readers were triggered to think about the opportunities that arise when you win the Street Prize. The size of the ad increases as the reader gets further into the newspaper and thus the attention for the ad. A QR code was placed with these ads to trigger the conversion from print to digital.
National Postcode Lottery
The Charity Lotteries (National Postcode Lottery, the BankGiro Lottery and the Friends Lottery) were established to raise funds for good causes: at least 40 percent of the proceeds are earmarked for social organizations. Thanks to participants, they can work toward a green, just society in which everyone can participate, with a thriving cultural sector.
The Street Prize
The Street Prize is ééone of the ‘showpieces’ of the National Postcode Lottery and a very popular prize among participants. €25,000,- is a lot of money and can mean a big difference to many people. It offers winners the opportunity to make practical and concrete wishes come true.
Deployment of AdStreet
The National Postcode Lottery is constantly looking for innovation in channels and creation to better reach and engage their target audience. They even reserve part of their campaign budget for testing and innovation. The AdStreet is an impactful addition to the media plan and fits perfectly within the concept of the Street Prize campaign.
Storytelling and cross-media deployment
In the cross-media campaign, we see Gaston in various roles facilitating the ‘prize destinations’. The AdStreet provides space for storytelling. Also in these print publications, we see Gaston, for example, carrying a bathtub inside, driving a camper van or renovating a garden. By adding a QR code, we can actually measure the extent to which the expressions directly incite action.
As the National Postcode Lottery, we are constantly looking for innovation in channels and creation to reach and engage our target audience even better. The AdStreet is an impactful addition to the media plan and fits perfectly within the concept of the Street Prize campaign.
— Geke Braakman, De Nationale Postcodeloterij
