King TOTO Campaign Keeps Dutch Lottery Alive

Nederlandse Loterij Chief Marketing Officer Arno de Jong has argued that the TOTO brand of the Dutch lottery is ‘alive and kicking’ thanks to the success of the ‘King TOTO’ campaign.

Effie Awards Europe 2020

As a result of the campaign, TOTO recently won a Golden Effie award in the Media, Leisure and Entertainment category at the Effie Awards Europe 2020, garnering more international recognition for the brand.

‘Mind-blowing’ marketing campaign

Due to the important rebranding of TOTO’s typically old-fashioned image, the jury described the marketing campaign as ‘mind-blowing’.

Furthermore, the jurors reported that the campaign showed good insight converted into powerful execution, that it was clear and reliable, and concluded that the outcomes were excellent and also extremely well described.

Something truly special

Speaking to Lottery Daily, de Jong said: “It feels great. Last year we won two Golden Effie awards for TOTO in the Netherlands. It was the first time that one campaign received two golden awards. And now the Golden Euro-Effie. It underlines that we did something truly special with our TOTO brand.

“It was quite a challenge to explain such a culturally bound Dutch campaign to an international jury, but we succeeded.”

He continued: “Historically, TOTO was just going through the motions & wasn’t delivering on its obvious potential. Now TOTO is alive and kicking and going from strength to strength.

“The brand and also the sportsbook are unrecognisable compared to just a few years ago. The improvements made in terms of our player base & financial results are exponential.”

Sporting personalities

The King TOTO initiative, which revolves around the titular monarch who challenges potential players with the slogan, “Do you know it better? Then come on! ” has included numerous sporting personalities 

The most recent campaign starred former Sparta Rotterdam midfielder Nathan Rutjes as King TOTO and based with the message ‘Keep calm, play consciously’ on a gaming responsibility theme. For the next installment in the Camapign, Rutjes will be replaced by former ex-Ajax, Inter Milan and Dutch international Andy van der Meyde.

Former Real Madrid and Everton winger Royston Drenthe, former players Sjaak Swart and Johan Boskamp have been previous sports personalities to have taken on the role, while Dutch rapper Donnie has also starred as the King.

A new campaign

“We will continue developing the brand equity of TOTO with King TOTO. Next week a new campaign starts, again with our current King TOTO former football player Andy van der Meyde,” de Jong concluded.

“2021 is an exciting year for us with the European Championships and marketing opening in October this year.”