As part of the brand communication, the “LOTTO Hamburg” target group will be made aware of “LOTTO 6aus49” through the Dynamic Creative Optimization (DCO) campaign with over twenty different motifs.
Hamburg, January 11, 2024. At the end of 2023, LOTTO Hamburg GmbH is once again focusing on the LOTTO 6aus49 lottery as part of its ongoing image campaign. Together with the Hamburg agency team, consisting of the media agency JOM Group and the creative agency Saint Elmo’s, the gaming provider is generating awareness for LOTTO 6aus49 and thus increasing its relevance among the target group aged 18 and over. To increase awareness of the campaign, LOTTO Hamburg is relying on an innovative dynamic DOOH campaign that plays out tailor-made creations to people depending on the situation.
“Digital out-of-home has always been highly relevant for LOTTO in marketing communication. It was therefore the next logical step for us to utilize the potential of DOOH and anchor LOTTO 6aus49 as even more relevant in the minds of the target group with a dynamic campaign,” says Philipp Heinzer, Media Consultant JOM Group. “However, given the significantly longer lead time for DCO campaigns than for conventional DOOH activities, we are delighted that we were able to implement this campaign for LOTTO Hamburg together with the experts from Saint Elmo’s Hamburg before the end of the year.”
Dynamic Creative Optimization (DCO) makes it possible to display various motifs on digital screens depending on specific characteristics (triggers). The information about the advertising medium is picked up in the creative so that viewers recognize themselves in the advertising medium and in the respective situation.
For example, from Monday to Sunday between 10 a.m. and 6 p.m. when it was raining, the “Geldregen statt Schietwetter” motif was played in well-known residential areas of Hamburg. In the districts of St. Georg, St. Pauli and Sternschanze, on the other hand, recipients were shown the creation “You can be anything here. Even rich.” was presented. The situation was different from Friday from 3 p.m. to Sunday 8 p.m. in the city center or Hamburg’s old town – here the LOTTO target group was addressed with the advertising material “Go into the weekend and make it a long one”.
Over a campaign period of two weeks from November 22, 2023, a total of 21 different advertising media were displayed on over 300 WallDecaux LED screens in the greater Hamburg area, depending on the trigger.
Various basic motifs were initially created for this system, which were then supplemented with specific creations with a view to predefined triggers. “The campaign shows the best thing that can happen in marketing: that the right message reaches the right target group at the right time. With time and location-specific motifs, we placed individual messages throughout the city during the campaign period, making the campaign an asset for the whole of Hamburg,” adds Detlef Arnold, Managing Director of Saint Elmo’s Hamburg.