Believe in Luck

The annual New Year’s Eve draw of State Lottery [Staatsloterij] is a traditional lottery event in the Dutch market. This draw delivers roughly 20% of the brand’s annual sales. A good result is super important, as all proceeds are given back to society, sports, and health organizations. 
 


The Dutch State Lottery’s key competitor has a similar draw in this period, advertising a 58.9 million jackpot compared to its 30 million. Putting the money prize front and center won’t do the trick. The brand needed to find a deeper emotional connection with its audience to become their first choice. 

As in many countries, celebrating New Year’s Eve is a big national tradition. The Dutch come together with friends and family and even ignite their own fireworks in front of their homes. 
 
As a national and state-owned lottery brand – for almost 300 years – the Dutch State Lottery also aims to be empathetic towards societal sensitivities. Post-COVID and in recession, the uplifting “Believe in Luck” story of deep human connection became an antidote to strong sentiments of polarization and loneliness in society.