ARD television lottery "A place in the sun"

Responsibilities

• Boosting sales of online lottery tickets
• Attracting a new, Internet-savvy target group

Customer

The ARD television lottery "Ein Platz an der Sonne" (A place in the sun) is one of two major charitable lotteries in Germany and the most tradition-filled television lottery in the world. Since 1956, it has been using lottery proceeds to help people in need. More than €1.2 billion has been collected and used to support about 5,200 institutions for children, the disabled, and socially disadvantaged and older people.

This work is the result of many millions of players who support and win the ARD television lottery by purchasing tickets and who fund charitable programs in the process. Every ticket is like a donation with which people can actually win something. The proceeds are donated to social institutions based on predetermined guidelines.

Since 2005, arvato services has been helping the ARD television lottery attract young, Internet-savvy target groups. In this work, the customer profits from a unique, comprehensive range of services. This line-up includes online media planning, creation of advertising material and the sending of e-mailings to selected addresses. To expand the coverage to more than 3 million, arvato services draws on the resources of various providers.

The impact of each measure is precisely analyzed in regular reporting and the quality of selected addresses is documented by opening and click counts. This provides the customer with a high level of transparency. The success of our services is reflected in the constantly rising number of lottery tickets sold online. To meet the requirements of a new German law covering gambling, particularly in terms of protection of minors and prevention of gambling addiction, the ARD television lottery added a new procedure for online ticket sales at the beginning of 2008: A person’s age is confirmed by making an inquiry to the Schufa credit agency for each order. In addition, the lottery informs players about the possible risks of excessive gambling and offers specific help on its Internet site.

Central activities

• Conducting target-group analysis
• Performing marketing tasks
• Providing creative services
• Sending e-mailings
• Handling reporting
• Analyzing results