To mark the 80th anniversary of the National Lottery, the forebearer of the brand, the FDJ wanted to highlight its role within society. Our task : was to underline the social role of the FDJ, that is often unknown by the general public whilst developing a modern and solid line voice for the FDJ around this solidarity. We conceived the Dream Workshop, a competition focused on social media which highlighted the dreams of the public.
A DIGITAL AND SOCIAL CAMPAIGN
The campaign, was rolled out via a Facebook application, focusing on a competition spread over 8 weeks that distinguishes dreams based upon solidarity, inventiveness and optimism, key founding values of the FDJ. The simple and engaging process enabled participants to register their dream and to promote it in a personalised manner and to call for votes through the different social media networks.
The call to vote was truly motivating, given that each participation/vote contributed towards a global kitty, which donated to an association that was put in place.
The publics votes enabled the election of 4 winners who received 80 000 € to achieve their dream.
The DREAMERS Encouraged by Spot Lights
To complement the personalised promotional material available to the participants, we identified the most engaged or worthy dreamers through online and offline actions:
- Personalised Facebook covers were created for the most united, inventive and optimistic dreams. A visible and fun promotional tool to mobilise their community and add up the maximum number of votes
- Real life, on the ground happenings enabled a helping hand to certain dreamers, to support them and motivate them in their goal
An ACTIVE COMMUNITY MANAGEMENT on the FDJ fan page
To maintain the attention and enliven the voting process, we put in place an engaging, regular community management.
To boost visibility, during 2 months, more than 2 posts per week are dedicated to the campaign on the institutional page of the FDJ
The FINALISTS mobilised both the general public and the media
The 10 selected finalists did their utmost to attract the attention of the general public to obtain the maximum number of votes possible to become one of the 4 winners.
They managed their own promotion, going as far as producing homemade promotional videos and involving local and national media.
FOUR DREAMS THAT HIGHLIGHT THE USEFUL SOCIAL ROLE of the FDJ
Each winner received the sum of 20 000 € to make their dream become reality. A campaign which was recognised by the media and which enabled the social role of the FDJ for the last 80 years to be brought to the forefront.
Given the huge public success and the media impact of the campaign, FDJ decided to make the Dream Workshop an annual operation.
during the Dream Workshop
70 000 voters