For Sisal we worked on the Wincity and Superenalotto brands.
For Superenalotto, we enhanced the visibility of the “Doesn’t sound like a lot?” concept which is designed to encourage people to play even during times of the year when the jackpot is not at record levels.
Activities we considered included summer tours, street marketing and other events designed to give people an idea of just how much 30 million Euro really is.
We then came to the realization that a measuring tape with bills lined up to 30 million and a glass case filled with the same amount in bundles of cash communicated the same concept in a fun way. We also added games and beach activities for more fun.