Lotterywest has launched a new platform for its heritage game Saturday Lotto: ‘Long Live Saturday’.
Developed in partnership with creative agency 303 MullenLowe, the campaign repositions Saturday Lotto not just as a game, but as a guardian of the weekend spirit. It is spearheaded by a brand TVC which dares to go ticket free and brings to life a range of colourful characters, and will also be seen across radio, outdoor, social, press, digital and partnerships from this week.
Using the call to action ‘Let’s reclaim Saturdays’, it showcases a range of common Saturday chores, asking the task-weary audience to consider ‘aren’t Saturdays for something more?’
303 MullenLowe Perth chief strategy officer Matt Oakley explains the approach: “During the initial research phase, it became apparent that Saturdays just aren’t like they used to be and there’s a lot of nostalgia for a time when weekends weren’t just a chance to prep for the following week. As the OG Lotterywest game, Saturday Lotto is the perfect antidote for weekends chocker with chores.”
303 MullenLowe Perth ECD Sara Oteri said at the heart of the campaign is a custom-composed song, written to be an anthem for a new era of both longtime players, and new ones (aged 35–45) discovering the brand.
“Lotterywest has always been a part of Western Australia’s fabric and Saturday Lotto a part of our weekend rhythm. This platform celebrates that connection in a way that’s pure brand, not just product. A knowing nod that strikes an emotional chord with consumers and owns the occasion. And what better way to do it than with an anthem we can all sing along to,” she said.
Lotterywest director of marketing and sales, Jenny Cullen said that as “Lotterywest’s heritage brand, Saturday Lotto has been providing West Aussies with the chance to safely dream since 1979. This financial year alone, 46 Division 1 winners have shared in more than $54.7 million in prizes. But the impact of prizes is only the beginning, by playing Lotterywest Games, like Saturday Lotto, you help fund projects right across the State. All available profits from every lotto ticket sold go back to the WA community, and thanks to our Saturday lotto players this financial year $92 million has gone back to the community through Lotterywest Grants.”
In addition to extensive research, 303 MullenLowe developed all creative assets plus extensions into partnerships, design identity and design ecosystem, and integrated production. The campaign assets along with brand partnerships were curated with longstanding partner, Initiative Media.
Credits
Lotterywest:
Director, Marketing and Sales: Jenny Cullen
Senior Brand Manager: Bryony Worrall
Manager, Brand and Campaign: Natalie Cole
Marketing Officer: Caryn Leong
Marketing Digital Manager: Thomas Doherty
Senior Digital Marketing Officer: Athena Orias
Digital Marketing Officer: Claudia Evangelista
303 MullenLowe:
Executive Creative Director: Sara Oteri
Copywriter: Ellysia Burton
Head of Design: Alby Furfaro
Senior Designer: Madeleine De Pierres
Finished Artist: Suzanne Whoston
Head of Production: Johnathan Julius
Chief Strategy Officer: Matt Oakley
Senior Business Director: Eloise Cribb
Business Manager: Taylah Covich
Production:
Production Company: Beautiful Pictures
Director: Ariel Martin
Executive Producer: Kate Downie
Production Manager: Gemma Hall
DOP: Lewis Potts
Gaffer: Grant Wilson
Key Grip: Clint Lawrence
Sound Recordist: Ash Charlton
Production Designer: Clayton Jauncey
Costume Deisgner: Kylie Clifford
Make up Artist: Kate Farmer
Locations Manager: Holly Matusiak
Photographer: Finn Mackay
Casting Director: Megan Carpenter
Composer: Ian Berney @ Panda Candy
Post Production: James Hawkes @ The Office of John Cheese
Colourist: Ferg Rotherham
Audio Post: Fable
Media – Initiative:
Sian Thomas: Group Client Advice & Investment Director
Tia Sullivan: Investment Manager
Danielle Marazis: Investment Executive
