Client
Bonaire lottery
Services
Marketing Strategy
campaign strategy
Design
Media placement
Social Media
Deliverable
spreading the goodness with a 360° brand refresh
Challenge
Bonaire Lottery – the largest lottery on the island of Bonaire – was looking for a fresh approach to boost their visibility and optimize its marketing efforts. To refine their strategy, increase sales and finally deliver exposure. As a governmental organisation in Bonaire they were looking for a way to offer fun and excitement for all who play but also something to be more meaningful to society.
Strategy
To closely match the needs of the brand, we used the unique combination of fun and purpose that distinguishes Bonaire Lottery. We created the “Spreading the Goodness” campaign, which highlights the idea that every lottery ticket contributes to something bigger – from sports and education to cultural initiatives. This narrative gives people a reason to play beyond the prize.
To get this new brand promise right, we needed more than traditional communications. Under the premise of “practice what you preach”, it is essential to provide relevant and compelling examples to prove and fulfill the new claim of spreading goodness.
Execution
Before we started focusing on the brand promise of “Spreading the Goodness”, we decided to uplift the brand with a vibrant, playful identity – full of bright colors and sprinkle-inspired elements that symbolize joy and positivity.
After doing so we rolled out a series of supporting campaigns to amplify Bonaire Lottery’s message across every touchpoint – from digital efforts to impactful community initiatives. Key partnerships were chosen in sports, culture & education.
One of the chosen partnerships was a local baseball team ‘the Wolfpack’, who were highlighted in a TV-ad, print media and socials – underscoring Bonaire Lottery’s contribution to youth sports and community spirit. To fulfill the promise of giving back, the Wolfpacks were rewarded with new uniforms, equipment and even a new team bus.
Results
The results were amazing: ticket sales were boosted, engagement across social platforms grew, and the “Spreading the Goodness” campaign became a household name on the island. Lucky winners are celebrating and the Wolfpack team travels in style – proud of both their performance and their sponsor. But most importantly, Bonaire Lottery deepened its connection with the community and reinforced its message of giving back.
Looking ahead, we are continuing to support Bonaire Lottery with the development of new campaigns and ongoing efforts to grow their impact on the island of Bonaire.
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