The Label Lottery – Safety NL & Dutch Food Authority
Assignment 
Do you read the labels on your household chemicals? Probably not. In fact, most of us don't, which is how 6,000 people end up in the hospital each year with painful injuries.
 
Concept
We came up with a sneaky plan to point out that people don’t read labels. Even if they say they do. We went to the store, bought a large stock of household chemicals, and changed the labels by adding an extra closing sentence: "Congratulations! By reading this label, you just won EUR 1,000!" We placed the products back on the shelves, secretly. Then we waited for four whole weeks.
Not a single winner called in – just as we'd expected. It was time to launch the “Label Lottery" campaign. The Label Lottery activated Dutch people to dive into their kitchen cabinets and look for the winning line by reading all labels on their household chemicals.
Those who found the line won €1000,-  And those who didn’t at least read the safety information, significantly decreasing their chances of future injury. So everyone is a winner in the Label Lottery.
 
Result
Thanks to the campaign 1 in 4 Dutch people are now carefully following the safety instructions on their household chemicals. That's an increase of 25%.
 
Recognition
• Gold ADCN Lamp 2013 : Action Marketing
• Silver Epica 2013: Promotions & Incentives
• Silver Eurobest 2013 : Promo & Acivation
- Nomination Tomorrow Awards 2013
- Nominations Cannes Lions 2013: 2 x Direct, 1 x Promo & Activation
- Nomination Eurobest 2013 : Action Marketing
- Nomination ADCN Lamps 2013 : Integrated
The Label Lottery – Safety NL & Dutch Food Authority
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The Label Lottery – Safety NL & Dutch Food Authority

Activation
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