For many Swiss people, the Million Raffle replaces the Advent calendar and brings a little excitement to the quiet and contemplative time every day. This year, too, the Million Raffle was actively promoted with TV commercials, posters, ads, and classic POS media. The Christmas motif of the snow globe runs through all these media and was also adapted for the different communication phases.
As part of the PR measures for Ringier, Erdmannpeisker, together with Panta Rhei PR and the English illustrator Steve Simpson, developed three full-page Christmas puzzles, which offer an entertaining examination of Christmas traditions and the million-dollar lottery ticket.
Christmas tradition is also the most important theme in the other activities of the Million Raffle campaign: For example, Blick readers could send in their Advent window creations and win a Christmas aperitif. In addition, the Million Raffle is also present at various Christmas markets in Switzerland and lets market visitors rub their hands on a giant 3D Million Raffle.
Responsible at Swisslos Intercantonal National Lottery: Rolf Kunz (Head of Marketing & Distribution), Bettina Dürrenberger (Head of Product Management Lots), Patrick Weisskopf (Product Management Lots). Responsible at Erdmannpeisker: Gabriel Peisker, Sybille Erdmann (overall responsibility), Patrick Fawer, Christina Weisser (art direction), Selina Helbling, Rainer Neusius, Daniela Müller (consulting), Tabea Ott, Christina Weibel (media design), Phanta Rhei PR (PR), Who's McQueen (film production, image editing), Spool (promotion), Steve Simpson (illustration), Mediafactor (media planning).