How we did it

We undertook a survey to find out what people would do first if they won the lottery – most said they would quit their job immediately, and respondent said they’d spray paint their resignation over their boss’s car. We used an integrated model to ensure we reached a  people with our story in a variety of ways:

• A stunt: To create shareable content, we planted a Mercedes E-Class daubed with a rudimentary resignation letter in a busy city centre during rush hour.
• Consumer research: We published a news story on the consumer research.
• A making-of video: We created a behind-the-scenes video showing the reaction of the people who saw the car, the media reaction and the research behind the stats.
• Social media content: We distributed the ‘making-of’ video, shared user generated content and posted images from the stunt.

The results

The campaign reached a huge number of consumers in the target demographic on multiple occasions. Overall the campaign generated 197 media articles. This created a huge number of impressions – up to 375 million. Importantly the campaign drove consumer engagement – a 600 percent increase in hits to multilotto.co.uk over the campaign period.