Keno and Clemenger Brisbane have teamed up to launch a new brand platform for the classic in-venue lottery game, encouraging people to spend their winnings in some weird and wonderful ways.

Clemenger strategy director Erin Core said the platform was built out of an insight that money won on Keno is ‘Fun Money’.

“Keno wins happen when you’re out having a good time, and they’re generally that bit smaller. So there’s no pressure to pay off the mortgage or spend it on anything too sensible. It’s fun money,” said Core.

Keno is also a game with a very high frequency of winners – a message that the new platform aims to elevate.

Clemenger Brisbane creative director Cristian Staal said that Keno averages over 7000 winners an hour.

“It was this product truth, the extreme frequency of wins, that inspired us to take Fun Money down an absurdist path. We could really play with exaggeration,” Staal said.

The new Keno-Clemenger Brisbane partnership is already showing great success. Keno head of marketing Scott Colvin said he couldn’t be happier with the new campaign.

“The spots are fun and have great standout, but more importantly, they appear to be working. We’ve seen Keno sales for the smaller, more frequent win products lift year on year,” Colvin said.

The campaign leads with a strong radio presence, supported by in-venue and online assets. Seventeen radio spots have been created so far.

“Radio was a natural choice, as it targets people when they’re out and about, on their way to venues. Plus, it gives us so much flexibility to get creative with our Fun Money stories,” Scott said.

Keno’s Fun Money platform will run into 2019, with more work rolling out in the new year.