SkREČKA – Give luck a chance

With their new lottery ticket for the (forever) young, Loterija Slovenije also conquered TikTok and streaming platforms

Many brands today are very interested in Gen Z, yet the group remains quite elusive. The »good old” formats such as television and print ads simply do not work among the younger, digital-centered generation. Messages have to catch them where they are: on TikTok, YouTube, Instagram.

Can’t win it if you don’t try it.

This kind of comprehensive “rejuvenation” was also followed by Loterija Slovenije in cooperation with us, when at the end of the summer of 2024 they added a lottery ticket for the younger generation to their portfolio. The new card includes both an pool of winnings that resonates with younger people (weekly payments, an electric car, driving school, holiday voucher, etc.) and creative communication.

Skrečka & Second Chance

Thus, SKREČKA was created – a “scratch-off” lottery ticket for young people, with tagline reading: “Give luck a chance.” We gave Skrečka a lively and colorful overall image, and included among the symbols a bunch of cute retro elements such as a gnome, an astronaut, a VHS tape and others. The lively character of Skrečka and its prize fund are also the stars of the landing page.

The key part of the campaign, however, took place on social networks. More precisely: with communication prepared by young people for young people.

Instead of classic ads, we actually made a song and a music video. The piece was written by Leopold I., one of the most prominent young rappers on the Slovenian scene, and directed by Žiga Kukovič, the author of the hit movie Gepack, who TikTokers also know as the influential Kuxala.

The result is an extremely positive music track with a visually rich video, which may or may not include all the symbols from Skrečka.

From video to TikTok

The campaign is distinctly digital, but that goes beyond your usual performance ads. After the YouTube premiere of the music video and placement of the track on streaming platforms, we also launched a TikTok profile.

Through the profile, in cooperation with more than 50 influencers, a unique hashtag challenge was launched and a custom-made TikTok filter was shared, prompting users to discover to whom or what they could give a chance that day. Giving your ex another chance, going horseback riding, crocheting, trying exotic foods… the opportunities for fun were almost endless.

At the start of the new academic year, Loterija Slovenije also equipped a bus in Maribor, and posted street posters in locations where students couldn’t miss them.

Results

In the first month of the campaign, we already measured views in the tens of thousands.

Our TikTok filter rose to the top 5% of the most used globally within just a week of its release.

According to the available player demographics on Loterija Slovenije’s pages, the campaign effectively reached – and convinced! – a younger target group.