SKL - Süddeutsche Klassenlotterie

The task was to completely revise the brand presentation of ''Süddeutsche Klassenlotterie'' and to develop a campaign to emphasize the premium character of the lottery in print, TV and radio - just in time for the start of the 113th lottery. The aim was to boost sales of lots, to find new target groups by means of a more attractive image, and to bind existing customers.

heller & partner positions the 113th lottery of ''Süddeutsche Klassenlotterie'' as a clever alternative for all those who do not purely rely on chance, but on strategy and brains. After all it is the SKL player who determines the relation of chance and stake. Two creative variants pinpoint the premium character and the cleverness of the game - in the themeline, message and design.