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NKL

Leveraging connected TV to enhance lottery advertising in Germany

The Results

GKL, in partnership with Datazulu and Rakuten Advertising, embarked on a strategic CTV campaign to elevate brand awareness and capture the attention of the German market, for one of its main lottery brands NKL. Utilising a 15-second creative on Rakuten TV’s AVOD service, the campaign achieved remarkable results:

50%

ad recall rate 
among viewers

44%

brand attribution, distinguishing NKL in a competitive market

71%

of lottery users are more 
likely to consider NKL

About the Brand

GKL (Gemeinsame Klassenlotterie der Länder) is Germany’s premier state lottery organisation, offering players the chance to win substantial cash prizes responsibly. Under strict government oversight, GKL ensures a fair and transparent lottery experience. NKL is one of the main lottery games offered by GKL.

The Story

Trying to find new ways to stand out in a saturated market, and to expand reach beyond traditional linear TV advertising, GKL was in search of innovative strategies to boost brand visibility and engagement. In collaboration with GKL’s media agency, datazulu, Rakuten Advertising proposed a strategic pivot to the growing landscape of CTV. Understanding its capacity to engage a wider and more attentive audience, datazulu enabled GKL to secure premium advertising placements within our owned and operated Rakuten TV AVOD service.

This strategic placement ensured that GKL’s campaign reached highly engaged viewers across our on-demand streaming content, optimising visibility and impact while enhancing brand consideration among its intended audience.

The Rakuten Advertising Solution

Targeted Placement

Rakuten Advertising strategically placed GKL’s ads within premium CTV content on Rakuten TV, ensuring high visibility among relevant audiences.

Engagement Metrics

Utilising advanced analytics, the campaign focused on measuring key engagement indicators such as ad recall and brand attribution.

Brand Lift Study

A comprehensive Brand Lift Study was conducted to quantify the impact of CTV advertising on brand perception and consideration, confirming the effectiveness of the campaign.

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