Lyntoto V75 – Tor's Kiosk

Targeting 25-55 year old women, this campaign by Norsk Rikstoto, a Norwegian equestrian foundation, aimed to encourage women to gamble on horse racing events even if they did not consider themselves experts on the sport.

Lyntoto V75 – Tor's Kiosk

Brand: Lyntoto V75 (Norsk Rikstoto)

Markets: Norway

THE MARKETING CHALLENGE AND BRAND INSIGHT:

Norsk Rikstoto is an independent foundation established in 1982 by The Norwegian Trotting Association and the Norwegian Jockey Club. While 'betting on the horses' is big business in Norway, the foundation is facing a decreasing consumer base of over-40 males.

With 1300 outlets and an effective web-page, Norsk Rikstoto has a long-term goal of bringing in 200,000 new customers by 2011. Clearly, if that goal is to be met, the organisation needs to broaden the target market and attract new...

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