LO5T
Lotto New Zealand
Issue 53 | December 2019
Agency
DDB Group New Zealand
Creative Team
Regional Chief Creative Officer: Damon Stapleton Executive Creative Director: Gary Steele Creative Directors: Mike Felix, Brett Colliver
Production Team
Executive Digital Producer: Johannes Gertz Digital Producer: Sheetal Pradhan Head of Design: Jason Vertongen Tech Lead: Simon Betton Lead Front End Developer: Danillo Castilho Senior Full Stack Developer: Gleb Devyatkin Designer: Natalia Spreys Motion Designers: James Li, Anastasia Maslennikova Production Company: Scoundrel Director: Tim Bullock
Other Credits
Lead Business Partner: Kate Lines Business Director: Haylee Killip Account Manager: Sam French Planning Director: Rupert Price Planner: Annika Fyfe
Date
July 2019
Background
Lotto players range from 18-108 with the bulk of their players older than 45. Because of this Lotto tend to spend the majority of their budget on a big TV ad every year, because they see the results.
In 2019, Lotto still wanted to reach these older players but to ensure ongoing brand health the TV ad needed to be more engaging and relevant online to engage the 18-35 yearold market, who don’t watch traditional TV.
Idea
A Lotto ad that was also a Lotto ticket.
Just like a Lotto draw, eight Lotto numbers were hidden throughout the 90-second ad.
Viewers needed to find seven to create their ticket and be in to win a grand prize or one of ten runner-up cash prizes.
The idea of searching for the ticket was also baked into the story of the ad, which was about a woman who loses her winning ticket.
So as she was searching, the audience was searching for a ticket of their own. A month after the commercial started airing, Lotto revealed the story to the media. The hidden numbers became news.
Now an interactive site was launched that turned that search into a game. Throughout the campaign clues were drip-fed on social media and even on the Live Draw on TV each week.
Results
During the campaign period, Lotto saw an increase in sales of 4.9% (with each draw sale compared to similar Jackpot months).
53,000 people managed to find all seven numbers. Social engagement scores were up 421%. There were 216,000 visits to the site and each person spent an average of 5:47 minutes looking for the numbers.
In total, people spent 872 days watching the 90 second commercial.
Our Thoughts
Many online campaigns fail because the barriers to participation are too high. For instance, another national lottery asked people to make a film about what they’d do if they won. They got under 200 entries because making a film is just too hard.
There has to be a balance between incentive and input and this lovely idea has managed to get it right. There’s money to win in return for a bit of your time and patience as you search through each shot of the ad online.
Meanwhile, you’re also a big PR story and the subject of water-cooler talk because the idea is clever and fun. Bingo! As they say when you play another game of chance.