FDJ is set to launch a new lottery game named Eurodreams, 20 years after the introduction of Euromillions in 2004. The game is unique in that the winnings keep recurring every month for 30 years after the initial win, with a generous payout of 20,000 euros per month. This exciting proposition has many people dreaming of the possibilities.
To spearhead the launch of Eurodreams and create a brand identity, FDJ called for proposals and selected BETC Paris as their creative agency. The challenge for Eurodreams is to establish its own identity amidst firmly entrenched games and iconic brands like Loto.
FDJ and BETC Paris have adopted a humorous and surreal approach in their launch campaign to convey the impact of this windfall on the daily lives of individuals. The campaign showcases how receiving this unexpected sum is always a delight, even if it happens at the most unexpected moments, such as being on a bus ride, at the dentist's office, during a work meeting, or in the peaceful nursery of a sleeping baby. The joy of the winners is tempered by amusing situations, but that day undoubtedly becomes their favorite day.
The launch campaign for Eurodreams will start on October 29th on television and social media, with 30 and 15-second formats. A comprehensive social media strategy will round out the ecosystem to herald the arrival of this exciting new game.
Campaign: The Rain
Brand Managers: Julie Mulliez, Camille Jalon, Pierre-Antoine Cail
Ad Agency: BETC Paris
Agency Managers: Bertille Toledano, Mathieu Laugier, Amelie Molter, Marine Peresse
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Art Director: Rayhaan Khodabux
Copywriter: Julien Sens
Assistant Art Director: Florian Padilla
Head of Planning: Etienne Averseng
Strategic Planner: Remy Zalcman
Creative Resource Manager: Nathalie Sanseigne
Rights Negotiator: Celine Mace
Creative Producer: Sebastien Lintingre
Director: Augusto Gimenez Zapiola
Production Company: BIRTH
Sound Company: GUM
Music Creative Director: Adam Ghoubali