NationaleLoterij - iO

How do you convert festival- goers into active members of your community?

For several summers now, the National Lottery, and more specifically one of its flagship brands, Win For Life, has been coming into contact with the general public at some of Belgium's biggest festivals. At their stands at Couleur Café, Graspop, Rock Werchter and Les Ardentes, you can take home a Win For Life in exchange for a piece of your festival wristband.


The integration of paid media has enabled the National Lottery to achieve significant visibility both online and among festival- goers.

In addition to the 8,000 new customer accounts created interactions at the various festival stands have also enabled us to gather precise information on users' experience of the account creation process.

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The National Lottery's challenge was clear: harness the power of paid media to convert as many festival-goers as possible into online customer accounts.


Our experts set up an effective paid media campaign to publicise the various festival stands and drive traffic to them, while highlighting the various competitions launched online. It was also essential to communicate before, during and after the festivals in order to convert as many users as possible.

Some numbers

8 000

new accounts
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