St John Lottery has released new campaign ‘Good Good’ via Ogilvy and WPP Media.
Linking prize with purpose, the campaign brings the two sides of the lottery together: the very good prospect of winning, and the good that comes from supporting the work of St John.
At the centre of the launch film is a St John Lottery winner enjoying the spoils of his new dream home, side-by-side with a St John volunteer who reminds him that the same ticket that bought his pool is saving lives.
Now live across TV, radio, print, social, and digital display, it will be seen nationally (excluding WA), and is the first campaign executed with new creative partner Ogilvy. Proceeds from the St John Lottery help fund St John Volunteers, community first aid, first aid training and community safety programs.
Simon Gerathy, general manager St John Lottery said the ‘Good Good’ concept came from a strategic decision to bring the cause more directly into a charity lottery advertising campaign.
“Our new partnership with Ogilvy allowed us to land on an idea that supports the St John cause, while still selling the all-important dream of winning, immediately setting us apart from other lotteries. A good campaign that raises funds for the community work of St John is good. It’s been a strong partnership from the outset,” said Gerathy.
“We wanted to step away from familiar lottery clichés and make the two reasons to enter impossible to miss. Putting a St John volunteer straight into the glamorous world of a lottery winner gave us a simple, charming way to do that. One represents the prize, one represents the cause, and together they give us a creative platform that can flex across every prize and community story,” added Bridget Jung, Ogilvy executive creative director.
Credits:
Strategy and creative: Ogilvy Australia
Media: Wavemaker Sydney
Production: WPP Production
Director: Mitch Kennedy
Photographer: Toby Burrows
Music/Sound: Otis
