Aller Media AS
Karvesvingen 1, 0576 Oslo
Tel: +47 21 30 10 00
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Org.nr. NO 910 119
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Flax with a new twist
Did anyone ever tell you that Flax lottery tickets can't be inspiring? With the right styling and relevant placement, we gave the good old Flax lottery ticket a whole new role.
Norsk Tipping wanted to increase awareness and sales of the Flax lottery ticket product in November and December.
The challenge was to make the lottery ticket relevant and visible in a season characterized by anniversaries and a strong focus on Christmas shopping when the lottery ticket itself is not very exciting to communicate as a gift suggestion.
Inspire gift buying
The idea was for Flax to inspire gift buying! Not as an actual gift suggestion, but as a small additional gift (which may turn out to be bigger than expected).
To remind people to buy Flax with their Father's Day gift, we created an ad disguised as the magazines' well-known gift tips. The colors were taken from Flax and the lottery ticket was of course part of the products in the image.
A new and unique concept
In December, we used Flax as the common thread in all our articles to inspire readers to use Flax creatively to decorate gifts, table settings and Christmas decorations. A completely new and unique expression of Flax is created!
The ads are distributed in full-screen formats on Dagbladet and KK.no. Some of the screenings are also targeted at women.
