Bulgaria is obsessed with gambling. The prizes that people took home in 2023 amount to a staggering €3 billion. And this number takes into account only sums above €2500.

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But of course there's nothing certain about placing a bet.

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So when Swipe.bg needed to convince people to sell the company the smartphones they were not using anymore, it was a chance to tell the target audience there's a more reliable way to make money.

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The fact that most phone companies use digits in their models helped liken them to lottery numbers.

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This was a part of a very fruitful creative partnership with Swipe.bg that lasted almost a year and produced a creative strategy and tone-of-voice guideline, slogan, couple radio spots and numerous digital campaigns

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