Campaign details
Brand: The National LotteryBrand owner: The National LotteryEntrant company: Core, DublinMarket: Irish RepublicSector: Lotteries, casinos, gamblingMedia channels: Email marketing, Mobile apps, Newspapers, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Radio & audio, Search marketing, Social media, Television, Video on demand, Websites & micrositesBudget: 500k - 1 million
Executive summary
The Irish National Lottery's Millionaire Raffle had never sold out all 500,000 tickets before the New Year's Eve draw. Additional challenges emerged for the 2020 seasonal gifting product via severe government restrictions on retail, a product that...