Opportunity

With the EuroMillions draw now being held on Tuesdays as well as Fridays, we needed to get the country talking about it.

Solution

We approached this project in a uniquely Irish way, encouraging the public to get talking about the game. Rather than leading off in the traditional fashion, we decided to do things a little differently. Using a very wealthy old lady and her dog as our heroes, our campaign used PR stunts and tactical press, causing quite a stir in the process - leading up to the airing of the TV ad that explained it all. And we didn’t stop there. Peggy and Ted were even interviewed by a leading Irish glossy magazine.

Result

Peggy and Ted drove awareness and got people across the country playing. Following the campaign, EuroMillions sales outperformed sales targets. On top of that players in Ireland won over €18million which in turn raised €11million for good causes around the country.
Proving that a little old lady can go a long way.

Awards