Dynamic DooH for LOTTO
With a smart Digital-Out-of-Home (DooH) campaign, we brought the lottery game "6aus49" into the spotlight, leveraging an intelligent strategy of Dynamic Creative Optimization (DCO).
In collaboration with the JOM Group, Saint Elmo's left nothing to chance. At the end of 2023, LOTTO Hamburg focused on its lottery game "6aus49" as part of its ongoing image campaign. To enhance campaign visibility, we employed dynamic DooH advertising, delivering tailored content based on real-time situational triggers.
Dynamic creative optimization in action
Creative real-time deployment
Dynamic Creative Optimization (DCO) allowed us to adjust advertising content dynamically based on specific triggers:
- “Geldregen statt Schietwetter” (Cash Rain Instead of Bad Weather): Played in Hamburg residential areas from Monday to Sunday, between 10 AM and 6 PM, whenever it rained.
- “Hier darf man alles sein. Sogar reich.” (Here You Can Be Anything. Even Rich.): Displayed in neighborhoods like St. Georg, St. Pauli, and Sternschanze.
- “Ins Wochenende gehen und ein langes draus machen” (Start the Weekend and Make It Last): Shown in the city center and Hamburg’s Altstadt from Friday at 3 PM to Sunday at 8 PM.

Ad creatives tailored to location and time
Duration: Several weeks
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Screens: Numerous across Hamburg
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Contacts: Thousands of interactions city-wide

"This campaign showcases marketing at its best: delivering the right message at the right time to the right audience. By strategically placing location- and time-sensitive messages across the city, we turned this campaign into a success story for all of Hamburg."
Detlef Arnold
Managing Director, Saint Elmo’s Hamburg