The Campaign

Use art as ticket to a fortune. We made Filipinos see the value of art in a way they were most familiar with, using a game they play every day, the Lotto. Introducing: ArtLotto. A social promo and activation that turned a game of chance into a chance to raise consciousness for Filipinos art. A lottery where they didn’t have to buy a ticket to play for the jackpot. All they had to do was take a photo of art around, upload it on social media with the hashtag, and that was their ticket to a fortune of P450,000. Almost effortless in a country known to be the social media capital of the world and where the abundance of free social media telco promos made social media easily accessible to majority of Filipinos. Turning Filipinos into ambassadors of Filipino art and making Filipinos a lot richer.

Creative Execution

ArtLotto was launched in October 2015 on social media with zero advertising budget, a daily content plan, and a lot of partnerships with local artists, art teachers, and art institutions. With simple and compelling mechanics. To play for the jackpot fortune, they didn't need a ticket to play. All they needed to do was: 1) Take a photo of any form of art in the Philippines 2) Hashtag #ArtLotto and post it on social media 3) Every entry was assigned a lotto number, drawn electronically for the jackpot Almost effortless in a country known to be the social media capital of the world and where the abundance of free social media telco promos made social media easily accessible to majority of Filipinos. Turning the social savvy Filipinos into ambassadors of Filipino art. We didn't have placements anywhere but our social media page. But we got the entire nation talking.

Results

The campaign received a total of 18,192 image entries from all over the country and garnered over 8,000,000 pesos worth of free press coverage reaching over 61,000,000 Filipinos. Organic reach excessed 10,000%. We had zero advertising budget but we got the nation talking on TV, on print, in blogs and sparked debates and discussions on social media and in schools, which in turn led to further education on art appreciation. Visuals artists, dancers, theater performers, film actors, poets, playwrights, musicians, filmmakers, gallery owners, including art professors rallied behind the campaign, freely donating their time in videos to encourage people to join and raise consciousness for Filipino art. This campaign succeeded in bringing art to more Filipinos and encouraged Filipinos to go to more art galleries and museums. And most importantly, the campaign made Filipinos a lot richer.

ArtLotto changed the way Filipinos look at Filipino art by making them see its value in a way Filipinos are most familiar with, using a game they play every day, The Lotto. Using art as a ticket to a fortune, ArtLotto was a social promo and activation that turned a game of chance into a chance to raise consciousness for Filipino art. The idea entailed direct response from consumers to raise consciousness for Filipino art. The participation itself already achieved the objective of this campaign and turned the social savvy Filipinos into living ambassadors of Filipino art.

Because of the tenuous nature of their day to day living, Filipinos leave a lot to fate and chance. That’s why the Lotto is a very popular Filipino activity, especially among the lower income segments. The idea of instant wealth will appeal to anyone who struggles to make ends meet. The team however, also believed that art appreciation helps improve the quality of lives. There is no shortage of artists, exhibits or galleries around the Philippines. It’s just that Filipinos were too busy making a living to stop and appreciate all the art around them. We saw this as an opportunity to make Filipinos see the value of art using a concept they are already familiar with, The Lotto.