The National Lottery, in collaboration with Urban Media, Clear Channel's creative unit, is proud to launch a digital out-of-home campaign (DOOH) to promote its new scratchcard game, Lady Fortuna. The initiative runs from 9 to 22 September 2024 at Brussels-Midi station, where travellers have the opportunity to discover this innovative game thanks to the Holographic Cube, an animated device with attractive visual effects.

The Holographic Cube, designed to capture passers-by’attention, highlights the National Lottery’s commitment and investment in modern, captivating gaming experiences. The new Lady Fortuna game not only offers attractive winnings, it transports players into an immersive tarot-inspired world, while actively supporting projects dedicated to the well-being of women.

REPLACE WITH YOUTUBE EMBEDDED: https://www.youtube.com/embed/9oqwfg3N9s8

A distinctive feature of this campaign is the integration of an interactive QR code, allowing the public to get actively involved by voting for the association that best reflects their beliefs. By choosing Brussels-Midi station, one of the capital's busiest thoroughfares, the National Lottery aims to reach a wide audience and strengthen its support for associations working for women. With Lady Fortuna, the idea is to create a direct link between players and these good causes.

This innovative and engaging campaign is a perfect illustration of the National Lottery’s desire not only to offer moments of entertainment, but also to get involved in important social causes, while donating 100% of its profits to the community and living together. The campaign runs until 22 September and is the result of collaboration between the National Lottery, Initiative, Rapport, BBDO, Urban Media and Clear Channel.