Not long ago, advertising was a real pain for the betting company Danske Spil. They are the official Danish lottery provider, and in charge of Denmark's participation in Eurojackpot. Yet their complicated, manual workflow prevented them from advertising Friday's Eurojackpot draw all weekend. The lottery draw takes place at 9 pm, local time, in Helsinki, Finland. But not until Monday afternoon were Danske Spil able to run spots announcing the size of the prize. Of course, with Friday night plus all of Saturday and Sunday being primetime for TV viewers, that hurt. So we devised a completely new workflow for them.

We did away with the cumbersome process of having an ad agency on standby twice a week, and a sound studio, and a middleman, who was in charge of shipping the finished film to the Danish broadcaster TV2. Instead, we introduced a fully automated workflow that allows Danske Spil to log in to Versionizer and fire off their film straight to TV2, without any middlemen. It only takes a couple of minutes, and has enabled Danske Spil to announce Friday night's Eurojackpot prize on Friday night. And Saturday. And Sunday.

A bonus of the simplified workflow is that Danske Spil is now able to have fun on social media. Because the time-to-market has been slashed from days to minutes, Danske Spil is now able to respond to current events in their advertising. This made for some playful ads when the country's general elections were announced, as well as around the Tour de France that kicked off in Denmark.