303 MullenLowe Perth this week introduced Sue and Glenn – larrikin leads of a new OZ Lotto brand platform ‘Lotterée’, developed for Lotterywest.
The quirky and irreverent couple will feature across OZ Lotto brand executions for the next three years, starting with a launch campaign and its tagline ‘Hooray for the Lotterée’, which launched this week. It will be seen across TV, online video, radio, social, large format outdoor, display and owned channels across WA, taking a humorous look at Sue and Glenn’s OZ Lotto dreams.
It is the first work produced for Lotterywest since 303 MullenLowe Perth won the account off the back of a competitive pitch in September last year, with the agency’s role incorporating product strategy, campaign strategy, creative development, and production.
303 MullenLowe’s head of planning, John Linton, said the agency had been tasked with “developing a memorable, meaningful and fame-building identity for OZ Lotto, intrinsically linked to the quintessential Aussie spirit and lifestyle we love – proud, yet playful, an everyday underdog, a loveable larrikin”.
“We developed Sue Finley, Australia’s colourful Auntie, with an infectious laugh, and hilarious sense of humour, who dreams of Lotterée night and day, because she loves nothing more than planning how she’ll spend her Lotto millions in the most fabulous of Australian ways. She is more than happy to hear what her husband Glenn would do, as long as he doesn’t take up too much of her screen time. By introducing Sue and Glenn and their life story, we’ve brought a new dose of genuine, light-hearted and irreverent fun to the Lotto – and hopefully a relatable reason to play Lotto on a Tuesday night.”
Sandra De Witt (manager, brand and campaign) Lotterywest, said: “With such a wide range of lottery games to play across the week, OZ Lotto needed a compelling rational and emotional reason to inspire people to play on a Tuesday night. We love the idea of linking Lotto to these characters; following them as they go about their lives, and the fun and excitement that playing OZ Lotto brings to them. We can’t wait to see what’s next for Sue and Glenn.”
303 MullenLowe ECD Richard Berney added: “Playing Lotto is not doing the dishes, sitting in traffic, or weeding the driveway. Playing Lotto is fun. Which brings us to Sue Finley – she likes playing Lotto. She loves her special Lotto pen, doing her numbers with the dog and maybe her man. Yes, Sue Finley is a bit fancy and she loves playing OZ Lotto – her Lotterée.”
Client – Lotterywest
Director, Marketing and Sales – Jenny Cullen
Manager, Brand and Campaign – Sandra De Witt
Marketing Officer – Caryn Leong
303 MullenLowe Perth
Executive Creative Director – Richard Berney
Art Director – Jake Ransom
Copywriter – Lachy Banton
Head of Art – Andrew Allingham
Finished Artist – Suzanne Whoston
Head of Planning – John Linton
Business Director – Eloise Cribb
Business Manager – Renee Harris
Producer – Johnathan Julius
Production Company: Sandbox
Director – Robert Woods
Senior Producer – Maria Elena Amatulli
DOP – Tim Fitzgerald
Stills Photographer – Finley McKay
Sound Mix – Brad Habib
H+MU / Wardrobe – KT Crocker
Sue Finley – Emma Kraus
Glenn – Greg Pereira
Media Planning – Initiative
Steve Hare, Lauren Corner, Ricardo Abrahao