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Announce your new product’s release and clearly position it in the market
Loterie Nationale – RMB amplifies the Win for Life campaign
Reintroduce your brand to your target audience and strongly reaffirm its positioning.
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You are looking to give your brand a boost and remind the public that your product is unique and of high quality? Associating your brand with major events is a powerful way to create visibility exactly where your current or future customers are engaged in an intense experience.
In addition to on-site actions, a strong media presence enables your audience to carry this positive experience further, positioning your product as essential.
Get inspired by the large-scale cross-media operation led by RMB for Loterie Nationale, in partnership with Tipik. With the spread of videos shared on social media, this campaign successfully maximized the visibility of the Win for Life brand during the major music festivals of the summer 2024, reinforcing its promise of a "life-long prize."
42%
TV coverage (18-44 years old)
330.000
Digital reach (number of individuals)
579.500
Total video views
Stay close and connected
Loterie Nationale aims to revitalize its Win for Life brand and remind players that its product stands out from traditional scratch cards by offering a lifetime income, month after month, year after year. As a partner of summer festivals, Win for Life uses the festival season to repeat its promise: "non stop festivals, all summer long, long, long".
The goal? A campaign that energizes Win for Life's on-site presence with vibrancy and positivity, embracing the joyful and festive spirit of the festivals.
- Advertiser: Loterie Nationale – Win for Life
- Target Audience: Young adults (18-44 years old), with a focus on Generation Z
- Goals: Relaunch Win for Life brand and reinforce its positioning as a unique scratch card offering guaranteed lifetime winnings
- Period: June 3rd - August 18th, 2024
- Medium: Contest and video reports
- Main Media: TV, radio, social media
Win for Life is one of our flagship products. The popular scratch card has been around for several years, but the brand needed a boost. The product's unique selling proposition – winning a substantial amount every month for life – was something we wanted to highlight in a striking way With the help of RMB’s creative team, we fully embraced the idea of repetition. Thanks to our partnership with Tipik, we were able to send two reporters to the biggest festivals, enjoying festivals all in, over and over again. This creative collaboration was fully in line with the new image Win for Life wants to create. It generated a massive amount of visibility and activation.
Strategy
In collaboration with Tipik, RMB launched the "Tipik Reporters" contest: Two chosen reporters get to produce content during six festivals: Couleur Café, Rock Werchter, Les Ardentes, Dour Festival, Ronquières Festival, and Pukkelpop. Thanks to Win for Life, the winners of the 'Tipik Reporters' contest would attend these six events for free and receive a top-of-the-line smartphone to create their coverage.
The concept’s key points:
- Full immersion: Festival-goers discover Win for Life in an interactive way.
- Targeted campaign focused on a key interest of the audience: summer festivals.
- 360° campaign connecting different ways to experience festivals: on-site, social media, radio and TV programs, etc.
- Close collaboration between the Win for Life brand and Tipik media brand, both sharing the same audience and partners at the summer festivals.
- Stronger presence through a cross-channel and cross-media strategy.
- Content created by young, enthusiastic people, perfectly embodying the target audience.
- Engaging and interactive content (live reports).
- Perfect consistency in tone, style, and attitude throughout the communication, aligned with Win for Life's promise.
Media plan
RMB maximizes Win for Life’s exposure with a cross-media strategy combining TV, radio, digital, and social media.
Enhanced brand presence:
- Contest promotion across all media: on TV (trailers), on the radio (mentions + trailers), on Tipik's social media (promo video + Instagram & Facebook posts), and an article on Tipik's ‘RTBF Actus’ site.
- Well-crafted video coverage and Win for Life presence in all communications
- Presentation of the winners on Tipik radio.
- Reporters’ interventions on Tipik’s radio shows (9 interviews in total).
- Reels on Tipik’s Instagram account (1 video of 45-65 sec per festival).
- ‘Paid media’ to boost views on social media.
- Short-form videos on YouTube (1 video of 3 min per festival).
- Product placement of Win for Life (logo, mascot, stand, scratch card, etc.) in festival videos.
- TV sponsorship to increase Win for Life’s visibility:
- Sponsored segments in 6 episodes of the micro-program “Mes meilleurs souvenirs en festivals” aired on Tipik (capsules telling festival stories through the accounts of artists, organizers, festival-goers, and Tipik hosts).
- Sponsorship including billboards and trailers.
Results
The Win for Life campaign captured its audience’s attention with an impactful cross-media strategy, reinforcing its image as an engaging and vibrant brand.
Strong performance across all media:
- TV media expanded coverage (42% reach and 3.5 OTS among 18-44 years old)
- Radio media reinforced repetition (12% reach and 6.6 OTH among 18-44 years old)
- Digital allowed unparalleled targeting: nearly 80% of views were recorded among 18-44-year-olds, with great distribution across French-speaking provinces (Brussels, Namur, Liège, and Hainaut).
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