The Giant Orange Babies Scratch Lottery
Orange Babies
Issue 8 | September 2008
Agency
Ogilvy Amsterdam
Creative Team
Jan-Willem Smits - Art; Edsard Schutte - Copy; Carl Le Blond - ECD
Date
December 2007
Background
Orange Babies is a foundation whose main purpose is to assist pregnant women infected with HIV and their babies in Africa. The aim of this campaign was to raise funds for the foundation.
Idea
During the Millionaire Fair in Amsterdam’s RAI complex in December, the wealthy visitors were sold 1 euro scratch cards. But when people scratched away the box marked ‘Your prize’, they were rewarded with surprise ‘winnings’ such as ‘Buy another ticket’, ‘Donate 10 Euros’, ‘Donate 20 euros’. A real reverse lottery!
Results
The lottery raised 25,000 Euros.
Target audience
Wealthy visitors to the Millionaire Fair in Amsterdam
Volume/size of campaign
Four day one off event
Our Thoughts
What I love about Ogilvy Amsterdam is that it is an agency trying hard, damned hard, to do things differently. It would have been easy to hector the target audience of the filthy rich at The Millionaire’s Fair, or to have tried to make them feel guilty, but this simple idea, reversing expectations, got them to open their wallets with a smile.