Problem to solve: 

The last time FDJ launched a lottery game, Jacques Chirac was still President of France. Since then, Euromillions has become a cultural icon alongside Loto. These iconic brands have grown with deeply rooted practices in retail points. So, how do we establish, stimulate, and grow a digital betting practice that struggles to find its place today?
 

Context: 

FDJ launches Eurodreams, a new lottery game with recurring winnings: up to €20,000 every month for 30 years. Eurodreams must quickly and sustainably find its place among the top lottery brands, not cannibalizing them but driving the shift towards digital betting.

Idea: 

What comes every month are rarely good news: rent, taxes, bills... With inflation, it’s recurring struggles.
Strategy Idea: A game that regularly brings positivity into daily life.