Objective

WestLotto wanted to reduce manual workload and improve ad performance by automating creative production and optimization for its key products—Eurojackpot and LOTTO 6aus49. The goal was to build scalable, Always-On creative that automatically updates with each new draw, eliminating repetitive manual management while enhancing performance and efficiency.

Solution

In collaboration with WPP Media Germany and Smartly, WestLotto enhanced its Always-On setup by pairing Smartly’s automation with high-impact creative templates designed for dynamic personalization.

Template-driven dynamic creative: Smartly’s image templates became the core engine of the strategy, automatically generating fresh, on-brand creatives for every new draw. Prize amounts, visuals, and messaging were dynamically injected into the templates, ensuring every ad was relevant, accurate, and visually consistent without manual redesigns.

Real-time creative updates: As soon as prize amounts changed, Smartly’s automation fed the new numbers directly into the templates. Updated creatives were instantly activated across campaigns, keeping ads timely and eliminating lag between prize changes and ad delivery.

Scalable, performance-ready design: By combining dynamic templates with Always-On delivery, WestLotto built a system that could scale effortlessly across hundreds of variants, each one personalized, compliant, and optimized for performance.

Quality control without the manual burden: Automated creative workflows reduced human error, removed the need for constant campaign resets, and maintained brand integrity at every touchpoint.

Strategic collaboration: WPP Media and Smartly partnered closely with WestLotto to design, test, and refine templates and triggers—ensuring the creative automation was not only efficient but also visually compelling and performance-driven.

With this creative-first automation approach, WestLotto unlocked a scalable, high-performing campaign model—producing more relevant creative, improving efficiency, and maximizing return on every media euro.