Although it is possible to buy tickets online at Varelotteriet, more than half of the ticket sales take place physically through retailers: In kiosks, supermarkets, paint shops, bakeries, bookstores, and many others. Therefore, performance in this sales channel is highly business-critical. We gave the channel a serious boost and increased sales by 300%.

For the retailer campaign, we developed an engaging competition app where retailers competed to sell the most lottery tickets. There were nationwide daily and weekly competitions for the retailers, as well as regional and retail-specific competitions where they competed against other retailers from the same local area or within the same businesses.

Additionally, communication was conducted via SMS. An advanced flow of text messages with questions and answer options made the dialogue personal and interactive, and we ended up writing nearly 300 different SMS messages. The frequency of the messages was automatically adjusted to each retailer’s behavior.

A geo-targeted banner campaign was set up so that potential players were automatically exposed to ads when they were physically near a retailer. On a dynamic landing page, the recipient could then see the current offer and directions to the retailer.

The target group was modeled as look-a-likes using AI and prediction models based on behavioral data from Varelotteriet’s existing players.

With this transformation, a new digital journey has begun where everyone wins. The success of the first 13 weeks has spread like ripples in the water, motivating even more retailers to join the Millionaire League. It has now been expanded with promotions and relegations, helping to increase opportunities for intelligent, digital dialogue as the foundation for even stronger customer engagement over the next 134 years.

The campaign delivered the best results in Varelotteriet’s 134-year history. In 13 weeks, we tripled the sales of new lottery tickets.

Increased Sales

Varelotteriet increased lottery ticket sales by 300%.