Case Study
Ministry of Finance
National Paragon Lottery
Client/Brand: Ministry of Finance
Action name: Paragon Lottery
Type of action: B2C sales promotion
Campaign objectives 
Target group
- Women and men 18+.
- Communications: 18-59.
- Education without restrictions.
- Income is irrelevant.
Implementation of the campaign
Mechanism and strategy
The action was organized in the form of a lottery. Each quarter, an industry of the economy with a high potential for the shadow economy was promoted, as well as a relatively recent introduction of mandatory fiscal cash registers and Poles had not yet developed the habit of picking up or asking for a fiscal receipt. Purchases in this industry gave participants the opportunity to take part in an additional drawing. During the campaign period, we promoted: hairdressing and beauty treatments, private medical and dental care, car maintenance and repair, restaurants and other catering establishments. In order to take part in the action, one had to:
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1Make a purchase of any goods or services for min. PLN 10.
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2Receive a fiscal receipt.
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3Register for the raffle at www.loteriaparagonowa.gov.pl.
Communications
W kampanii uwzględnione były następujące nośniki:
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TV spot
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Commercial press
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POSM
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Website
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YT + VOD campaign
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Spot Radio
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SoMe (FB, IG)
The campaign was very widely communicated both offline and online. Stationary: tax offices, retail chains, Summer with Radio event
Materials presenting the creation
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Effects of our activities
- 5 000 000 Unique Users on the promotion website
- 13 200 000 reach TV campaigns
- 15 to 38 increase in the number of cash registers in the promoted industries
- 1 Google's search engine placement in the "topics discussed" category.
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5 000 000 Unique Users
on the promotion website
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136 000 000submissions
for the lottery
