Ad Innovation – The National Lottery launch impactful ‘#LegendBoy Money Multiplier’ campaign on RTÉ

Nat Lot

View the campaign in our creative gallery

RTÉ Media Sales – Digital in collaboration with The National Lottery , Starcom and DDFH&B, unveil the ‘#LegendBoy Money Multiplier’ campaign, via Rich Media Homepage Takeover ad format on Ireland’s Number 1 multi-media website, RTÉ.ie.


The concept for the digital element of this campaign originated in RTÉ’s digital division, following consultation with Starcom and DDFH&B. The campaign creative assets were supplied by The National Lottery’s creative agency, DDFH&B.

Commenting on the campaign idea,
Tim Kay, Senior Account Manager, Starcom said, “The objective of the unbranded launch was to create a buzz and intrigue three days before the release of the new National Lottery Money Multiplier scratch card.

Launching as an unbranded campaign using social, digital, out of home, partnerships and content pieces, added to the mystery and succeeded in creating conversation above and beyond a normal branded launch.

Using the hashtag #LegendBoy across all media we connected disparate media and help seed activity across Twitter. RTÉ.ie, the Number 1 multi-media website in Ireland with a bespoke creative offering was a crucial part of our media mix.”


Commenting on the campaign execution, David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital said,“This was a collaborative effort between all parties and another great example of what can be achieved using rich media. Complex animation techniques and clever interaction created the illusion of rabbits multiplying on the RTÉ.ie, homepage.”


To plan your next rich media campaign, talk to:
David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital

M: +353 87 295 1697 | E:

Play 05David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital, has been involved in digital advertising for over 8 years. David has responsibility of leading and managing the RTÉ digital trafficking team and development and implementation of new ad formats across all of RTÉ digital platforms. David is a specialist in Rich Media and Video and holds a BSc in Computing.


Further Rich Media Homepage Takeover advertising examples can be found in the creative gallery section of the RTÉ Media Sales – Digital website.