How we demonstrated success in creating an enduring brand platform based on data and culture to activate a whole new target group.

CHALLENGE

Toto is one of the seven games provided by the Dutch Lottery and the only legal sports betting provider in the Netherlands.

For the male millennial, Toto belongs to the world of their father, uncle or even their grandfather. That’s a problem because it’s exactly these younger players Toto has to rely on if the brand wants to survive the upcoming opening of the market – making the illegal providers legal in the Netherlands. Our goal: To revitalise Toto and bring more young players into the brand. The old-fashioned brand image of Toto must be radically changed, so the younger target group will warm up to the brand.

SOLUTION

The convention in sports betting is clear: it is about individual knowledge of football, betting and stats. But the experience around betting is not individual at all. It is shared with friends and talked or even bragged about.

The culture scan shows that bragging and boasting is universal and timeless in men’s friendships among all generations. Toto can play an important role in this friendship dynamic. 

To speak to the millennials, we need to add a huge dose of 21^st century coolness. According to our social data this can be done through a music movement that is completely aligned with football: hip hop. Friendship dynamics together with hip hop is the basis of the big idea: King Toto. A king who challenges (potential) players: “Do you know better? Then come on!”

Crucial to the campaign, besides music and cast, is the addition of a good amount of ‘weirdness’. The lyrics, beats, weirdness and football setting make the campaign a delightful mix of millennial-, internet-, and sports culture.

RESULTS

‘King Toto’ scores from the first minute and conquers a place in the world of millennials, demonstrated by a 40% points increase on the brand image KPI ‘Toto is a brand for me’.

An important challenge in attracting a younger target group was not to reject the older fans. And we succeeded: a 22% points increase on ‘Toto is a brand for me’ among men 35+.

Toto is also no longer seen as a game played by the individual as demonstrated by a 30% points increase (millennials) and a 20% points increase (men 35+) on the image KPI ‘together with friends’. Showing that the new concept is understood and embraced.

This caused a huge increase of online players (+45%) and a record breaking 53% growth in turnover!

Football fans have not only fully accepted ‘King Toto’, they also embraced him and made it their own. That’s how ‘King Toto’ became part of culture.