I didn’t come up with this, I just found it on Twitter. But I wish I had. See, insights from behavioural economics are often used to optimize. To fine-tune the details. That’s ok. But I love BIG creative ideas built on biases and heuristics. This campaign combines a bunch of them.
First off, I’m reminded of Robert Cialdini’s famous hotel towel experiments. Other people, people like you, in the same spot as you, have done this. The persuasive power of similarity and social proof at work.
Then there’s the survivorship bias. We focus on the 54 times a lottery ticket in this area yielded a big prize. And pay no mind to the thousands if not millions of losing lottery tickets sold in the area through the years.
And then of course, there’s randomness versus luck. We humans don’t get probability and randomness at a deep level. We feel 54 millionaires in one area can’t be a coincidence. Even though it is.
And to top it all off, there’s a witty line. Adding that bit of creative juice that makes the ad distinctive and likeable.
Well played, National Lottery. Well played.