KenoGO has unveiled the next chapter of its brand journey with the launch ‘of Thrill of the Wait 2.0’, a nationwide integrated campaign created via creative commerce agency, The Idea Shed. The campaign positions everyday downtime as the perfect moment to play.
KenoGO entered the lotteries market with the aim of being an alternative to traditional pub Keno. While its 2024 launch campaign boosted awareness, over time, a need was discovered to strengthen the distinctive brand cues and habitual triggers to continue player engagement by building on the success of Thrill of the Wait 1.0.
Thrill of the Wait 2.0 addresses this by positioning KenoGO as the go-to entertainment during idle pauses. Whether waiting for a haircut, standing in line, or killing time between commitments, KenoGO reframes those moments of monotony as branded “KenoGO Moments”.
The campaign has launched with two 15-second TVCs (‘Fresh Do’ and ’Bathroom Line’) with a third TVC set to air in 2026.
These executions turn ordinary waits into branded experiences, supported by an OOH suite, radio, digital and social. Contextual OOH headlines will target moments of waiting across the country, while a unified creative system from a two-day shoot by The Idea Shed and Chronicle, ensures consistency across paid, owned and earned channels.
“Thrill of the Wait 2.0 has taken KenoGO to the next level. The Idea Shed has once again shown how to make our brand feel fun, modern and relevant. By turning downtime into playtime, they’ve helped us build a clear point of difference in the market and connect with Australians in everyday moments,” Emma Kasbarian, marketing director at KenoGO said.
“From launching KenoGO to now shaping the next chapter with Thrill of the Wait 2.0, we’ve shown the strength of Creative Commerce in action. This work builds on the momentum of launch, proving that when creativity is grounded in cultural truth, it doesn’t just entertain – it creates relevance, brand love and measurable business outcomes,” John Volckman, director at The Idea Shed added.
Credits:
The Idea Shed:
John Volckman – Partner
Richie Stretell – Partner
Daniel Adams – Client Service Director
Adrian Moore – Head of Creative Experience
John Fairley – Creative Director
Paul Fiore – Creative/Copy Writer
Adela Lee – Designer
Anna Blackie – Account Director
Chronicle Studios:
Dale Bennetto – Partner & Head of Production
Si Kirk – Director of Photography
Kate Turner – Producer
Siobhan Crowley – Senior Producer
Claudia Sutiono – Editor
KenoGO Australia:
Emma Kasbarian – Marketing Director
Adam Pustetto – Head of CRM
Claudia Nikolovski – Marketing Executive
Tina Wang – Marketing Coordinator
Maria Lopez – CRM Executive
Agency Partners:
Mitch J. Green – Director
PMG
