Following an invitation to tender, Dusseldorf digital agency Performics has won the annual seven-figure online budget for the national GKL lottery ("Gemeinsame Klassenlottery der Länder"), which is based in Hamburg and Munich. GKL is the umbrella company that organises the NKL and SKL lotteries and their products.

The team lead by Christian Kohn, Managing Director of Performics, won out against several renowned competitors in the selection process. Performics will now promote all GKL products on digital channels. It will make use of display, social, SEA and affiliate instruments. The aim will be to improve conversion rate efficiency and increase the sale of lottery tickets, as well as to target the branding of the national lottery itself. 

"We were impressed by their integrated approach and the intelligent linking of diverse digital channels using the latest technologies," explains Mike Kosbü, Head of Direct Sales at GKL. For example, Performics will adapt campaign information from TV and print to suit digital channels. To that end, Performics will work with Zenith in Munich. Special tools such as VivaKi Group's X-Cross will help to control the optimal contact rate of advertising across TV and online platforms.

Christian Kohn adds: "Intelligently linking digital channels so that each one contributes the optimal performance, both in terms of performance-based e-commerce goals and branding objectives, is what makes the GKL project such a fascinating task. We look forward to using our commitment and our ideas to provide GKL with practical support, including for the launch of new products."