November 5, 2026
Staatsloterij takes over Beurs metro station with jackpot campaign
Staatsloterij
The challenge
For the 10 September draw, Staatsloterij faced a clear challenge: making sure all of Rotterdam knew about the exceptional €17.8 million jackpot. That the message had to go out was a given. The real question was how to do it in a way that would cut through the daily noise and truly stick. The aim was to create a large-scale, unmissable presence that would capture and hold the attention of a broad, diverse audience.
The solution
The strategy was as simple as it was powerful: dominate the city’s busiest location for passers-by. CS Digital Media used the iconic Corridors at Beurs metro station, the absolute heart of Rotterdam’s public transport network. These two corridors, each 55 metres long, were completely wrapped from end to end with the Staatsloterij campaign, an area of more than 400 m². This choice was strategically perfect:
- Huge reach: The location delivers exposure to more than 700,000 travellers a week.
- Long contact time: Travellers spend an average of almost 40 seconds in the corridors, fully immersing them in the message.
- Maximum impact: Thanks to the complete takeover, travellers literally couldn’t miss the jackpot campaign.
The result
The campaign’s impact was huge. Every day, around 100,000 travellers were met with the dream of the jackpot, creating a noticeable buzz in the city. The Corridors at Beurs station acted as a powerful, continuous reminder of the 10 September draw. Staatsloterij achieved its goal with flying colours: creating maximum, lasting and eye-catching visibility exactly where the urban audience gathers in large numbers.
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