Saturday Lotto is Lotterywest’s original Lotto game and returns more winners than any other.
It has regular devotees who buy tickets week in, week out, but in a market where huge jackpots are grabbing headlines, has struggled to attract new players.
Their challenge was to make Saturday Lotto relevant to a new, younger market.
Marketforce group account director, Sarah Sawdon said: “The ‘Keep Your Saturday Dreams Alive’ platform bridges the gap between the older and newer generation of Lotto players by encouraging the new generation to carry forward the dreams the older generation have been playing for.
“We tapped into feelings of nostalgia to make the Saturday Lotto brand more endearing and heartfelt, which clearly positions the game away from others in the portfolio.”
Watch the TVC below:
The platform launched with TV, radio, digital and outdoor, with further installments to come over the coming months.
Lotterywest senior brand officer, Andrea Cho commented: “So many of our players have a special memory or ritual of Saturday Lotto, whether it’s watching the first Lotto draw together as a family, using their children’s or grandchildren’s birthdays to pick their numbers or having a shared Lotto dream.
“We wanted to show how Lotto can create shared moments of connection and celebration, by making dreams come true not just for an individual but for their loved ones as well.”
Client leads – Andrea Cho & Natalie Cole, Lotterywest
Head of Client Solutions – Nicole Cikarela
Chief Creative Officer – Paul Coghlan
Group Account Director – Sarah Sawdon
Copywriter – Brandon Piggott
Art Director – Justin Borromei
Producer – Gemma Kay Designer – Chantelle Malone
Production (Open Spaces): Perry Westwood, Beatrice Masia, Ben Shirley
Production (Siamese): Merlin Cornish, Francesca Hope
Production (Cue Sound): Mike Fragomeni, Nick Gallagher