Veikkaus wanted to increase awareness of Lotto amongst youth.
A Finnish Saturday includes Lotto and sauna
Veikkaus wanted to increase awareness of Lotto amongst youth. They wanted to create a campaign that would differentiate itself in a positive way among Finns and have good visibility for the camapign. We started building the concept with some background research of what Finns do on a Saturday. Sauna and Lotto were among the top experiences. This created an idea for a Lotto sauna; a place where one could dream of the possibilities a Lotto win creates. The sauna was built in an old sea container that was placed in a central location by the Aura river in Turku.
A sauna for everyone
The sauna was open for everyone and it was possible to visit it three days a week for a month. The sauna was full practically all the time, and there were plenty of cool activations to go along with it. The event achieved excellent visibility and coverage in social media. The campaign is a good example of how a social media campaign is connected to a positive brand experience!