Lotterywest ‘Saturday Lotto Superdraw’ Campaign

Lotterywest ‘Saturday Lotto Superdraw’ Campaign
SHARE
THIS



Dream Super Big; remember the dreams you had before the realities of life got in the way. This is the sentiment behind new work from Lotterywest and Marketforce for Saturday Lotto Superdraws.

“Saturday Lotto Superdraws are important events and make a significant contribution to our overall sales. With OZ Lotto and Powerball experiencing an unprecedented run of jackpots last financial year, the Superdraws were getting lost in the clutter. We needed a holistic evaluation of the approach to reignite the Superdraw brand and inspire Western Australians to dream bigger. This was the challenge we posed to Marketforce,” explained Janine Harvey, Acting Group Marketing Manager.

In response, Marketforce created the ‘Dream Machine’, a magical device with the power to make dreams come true. Brendon Lewis, Group Account Director says “We set out to attach more emotion to Superdraws and develop a unique creative approach that would become synonymous with a Superdraw. For sustained sales growth, Superdraws need to stand for more than just a jackpot and be clearly differentiated from the other jackpotting games. If Saturday Lotto is about dreaming a little, then Superdraws are about taking those dreams to the next level.”

Central to the idea was the dream machine itself. Working incredibly closely with The Penguin Empire’s Rob Forsyth, the team set about designing a machine that was magical, tangible and beautiful to look at. Explaining further, Brendon states: “This was the most collaborative and creative production process that I have ever been part of. Working with Penguin and Sandbox from very early in the process proved highly rewarding, minimising the traditional production challenges typical with such a project. What we have is world-class production values applied to a single-minded and powerful creative idea. I expect this to do great things for the Superdraw brand.”

Rob Forsyth added, “The Dream Machine offered a rare and exciting design opportunity, and the brief we set ourselves was to come up with something that seemed fantastic yet familiar. I’m really proud of the concept; not only is the Dream Machine aesthetically stunning, it’s also a character in its own right, and I look forward to seeing it work its magic for Lotterywest.”

Launching for the Saturday Lotto Superdraw on 29 October 2016, the campaign uses a channel mix including social, online, radio, TV, outdoor, press and POS.

“This was a comprehensive strategic review to formulate a creative and communication strategy to grow Superdraw sales over the next 24 months. We are thrilled with the result so far and the input from all our partners. We’re in the business of making dreams come true, and we hope that the Lotterywest Dream Machine inspires all Western Australians to get their tickets and dream super big, because you never know, it just might come true. And remember when you play with Lotterywest all of WA wins.” said Janine.
CREDITS
Lotterywest
General Manager, Honor Clarke
Acting Group Marketing Manager, Janine Harvey
Campaign Manager, Andrea Cho
Brand Manager, Melissa Catenacci

Marketforce
Creative Directors, Pat Lennox & Ben Green
Art Director, Neil Martin & Neil Holmes
Copywriter, Guy Howlett & Ryan Yip
Group Account Director, Brendon Lewis
Senior Account Manager, Deb Kerferd
Account Executive, Rebecca Grapiglia
Strategy Planner, Paula Cameron
Agency Producer, Triona Crowley & Sally Gibson
Print Production, Danny Coleman
Retouching, Michael Barratt

Carat
Channel Strategy, Mark Pinney
Senior Business Director, Clara Carmody
Business Manager, Bronwyn Kaye
Business Executive, Alister Yuen

Penguin Empire
Director, Rob Forsyth
Producer, James Grandison
Executive Producer, Grant Sputore
DOP, Patrick O’Sullivan

Sandbox
3D CG lead / Dream Machine build, Matthew James Kerley
VFX and Compositing, Grade and Online, Jaemie Manners
Post Producer, Jenny Crabb

Soundbyte
Music & Sound mix, Brad Habib
Music Compose, Josh Hogan

Please login with linkedin to comment

Latest News

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.