Eurojackpot Winnaar gezocht

Imagine winning almost half a million euros and having absolutely no idea. A Eurojackpot ticket bought in Hilversum had won €466,255.60. Months after the draw, the prize was still sitting there unclaimed. Because the ticket had been bought in a physical store, Eurojackpot had no way of knowing who the winner was.

So instead of simply putting out another call, we turned the search into a local campaign. Under Winnaar Gezocht, Hilversum became one big missing person search, except this time we were looking for someone who was €466,255.60 richer without knowing it.

POS material took over local stores, posters appeared throughout the city and teams went out onto the streets to get people talking and checking their old tickets. Eurojackpot bikes travelled through Hilversum, bringing the search directly to the people most likely to know where that winning ticket was hiding.

The search continued after the activation, including calls through radio stations. And eventually, the mystery was solved. In November, the anonymous winner finally walked into Nederlandse Loterij and claimed the prize before it expired.

Turns out sometimes advertising really can help find a needle in a haystack. Or in this case, a €466,255 ticket in a kitchen drawer.