{"id":22657,"date":"2022-12-12T07:04:20","date_gmt":"2022-12-12T07:04:20","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/danish-lottery-taps-g4s-to-protect-players-from-burglary\/"},"modified":"2022-12-12T07:04:20","modified_gmt":"2022-12-12T07:04:20","slug":"danish-lottery-taps-g4s-to-protect-players-from-burglary","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/danish-lottery-taps-g4s-to-protect-players-from-burglary\/","title":{"rendered":"Danish Lottery Taps G4S to Protect Players From Burglary"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n

December is the month with the greatest number of burglaries in Denmark. That\u2019s the claim of the Danish National Lottery, which has teamed with the world\u2019s largest security company G4S to promise the security of the homes and lottery tickets of its players leading up to its biggest annual draw.<\/p>\n

The lottery<\/a> organizer also claims that it is the period with the greatest number of winning tickets, with at least 20 millionaires made on Christmas Day.<\/p>\n

The lottery organizer has promised to secure the homes and tickets of those who register on the campaign website<\/a>. In response, 17,000 people have signed up over the first week.<\/p>\n

\n
\n
\n
\"image\" <\/source><\/source><\/picture><\/a><\/div>\n<\/section>\n<\/div><\/div>\n

To keep their promise, throughout December \u201cLotto Xmas Security\u201d vans will drive around the country and install alarm systems in people\u2019s homes.<\/p>\n

Robert\/Boisen & Like-Minded, Danish National Lottery, G4S<\/cite><\/figcaption><\/div>\n

Gl\u00e6delig jul<\/strong><\/h4>\n

The \u201cJule Sikring\u201d (translated as \u201cChristmas Insurance\u201d) campaign was devised by creative agency Robert\/Boisen & Like-Minded<\/a> and promoted through TV and online channels including Facebook, Instagram and YouTube. Other campaign activities include in-store promotion and customer relations management.<\/p>\n

\"image\" <\/source><\/source><\/picture>
An alarm is installed as part of the GS4 protection.<\/span>Robert\/Boisen & Like-Minded, Danish National Lottery, G4S<\/cite><\/figcaption><\/figure>\n

Rikke Crown, head of branding and campaigns at The Danish National Lottery, said: \u201cThese past years, we\u2019ve made it a tradition to do unexpected activations at Christmas. That\u2019s why we\u2019ve chosen to create this unusual, yet obvious, collaboration with G4S that can help secure both lottery tickets<\/a> and the Christmas joy in Danish homes. Everything is done with a tongue in cheek and is very much in keeping with previous campaigns, where we have cheekily solved the Danes\u2019 problems at Christmas.\u201d<\/p>\n

The Danish Lottery has form when it comes to running Christmas-themed stunts. In 2020, it ran a campaign featuring the \u201cboring\u201d gifts that people of the country wished for and released a limited edition line of white mugs, socks and underwear with active lottery numbers on them to increase excitement on receiving them.<\/p>\n

According to Robert\/Boisen & Like-minded\u2019s campaign case study<\/a>, the gifts proved so popular they sold out twice and led to a year-over-year increase of 9% in ticket sales.<\/p>\n

Heinrich Vejlgaard, creative director at Robert\/Boisen & Like-minded, added: \u201cDecember is arguably the month where most brands fight for people\u2019s attention. This means that creating something that cuts through the noise is a difficult challenge for any brand, but on the other hand it also presents a great opportunity to do something different. With this campaign, we were able to address something that we know are on a lot of people\u2019s minds but are rarely addressed except by the news and statistics once Christmas is over.\u201d<\/p>\n

CREDITS:<\/strong><\/p>\n

Agency: Robert\/Boisen & Like-minded
Creative director: Heinrich Vejlgaard
Senior creative: Christoffer Fejerskov Boas, Klara Vilshammer
Strategy director: S\u00f8ren Christensen
Account director: Gitte Andersen
Account manager: Vincent Cantor, Benedicte Kjeldsen
Graphic designer: Morten Onsgaard
Executive producer: Morten Bundgaard
Producer: Rexh Shala
Director: Niels N\u00f8rl\u00f8v
Editor: Thorbj\u00f8rn M\u00fcnter
Digital agency: Nordlid<\/p>\n<\/p><\/div>\n