In a crowded lottery market, Mater Lotteries might have hit the jackpot with GumGum, boosting brand favourability by 11 per cent through its latest ‘Mater Prize Home Lottery No. 325’ campaign.
B&T sat down with Mater Lotteries’ head of digital marketing Alvaro Campuzano and GumGum NSW and Queensland sales director Tim Manton to discuss the role GumGum’s Mindset graph played in the non-profit organisation’s campaign results.
Manton said the campaign had increased brand awareness among women aged 40-64 by 10 per cent. There was also an 11 per cent increase in brand favourability among those interested in playing the lottery, a 7 per cent increase in ad recall across the entire audience, 1.11 per cent click through rate and a 9.75 per cent engagement rate.
“In addition to finding the right audience within the right context to drive the best outcome, we’re really proud of the work that we do to design and build the ads to make them as engaging as possible to ensure that the best ad appears within the right moment to the right consumer,” he said.
For the launch of Mater Prize Home lottery no. 325, the objective was to generate strong early awareness and drive traffic, while building on the momentum of previous prize home campaigns.
Campuzono explained the challenge of trying to standout in a “really competitive” market.
“There are a lot of organisations that compete for attention from the same audience. So we weren’t trying to get reach per se, but identify the moments that our message was more likely to resonate with that audience,” he said.
This is where GumGum comes in. To help Mater launch its strongest Prize Home campaign yet, Mater Lotteries and Ripe Solutions partnered with GumGum to connect with the consumers most likely to engage with the opportunity whilst they were in an aspirational mindset.
Using GumGum’s Mindset Graph, the campaign identified content environments where aspiration, inspiration and future-focused thinking were already present. Combined with high-impact mobile formats, Mater was able to showcase the prize home in immersive ways that captured attention and encouraged consumers to learn more.
Rather than focusing solely on traditional lottery audiences, GumGum identified the broader mindsets that naturally align with Mater Prize Home’s offering.
The Graph is a tool that GumGum can use for planning and uncovering insights.
It works by “leveraging millions of different data points and different signals in terms of where audiences are likely to show up across the open web,” Manton said.
“We measure attention on every single impression. We find audiences at scale within context based on their consumption habits, and then overlay our advertiser attention data to get an understanding of environments that are more likely to garner greater attention for particular brands.
“With Mater Prize Homes, the brief was really around how we can connect with new high value consumers. The campaign was around generating as much awareness and looking to improve brand perception.”
The graph uncovered audience insights that extended beyond Mater’s traditional lottery audience. Entertainment-focused environments, such as movies, drama, Rugby League drove strong engagement, while travel content generated 59 per cent greater attention, with additional boosts seen across categories including home and garden, and food and drink.
These findings demonstrate that Mater’s audience was engaged most deeply when consuming content that reflected the lifestyle, experiences, and possibilities that winning a prize home could unlock.
The Mindset Graph is only one part of the Mindset Portal. Once the results are in from the Graph, it gives GumGum the ability to optimise and book ads in real time—all which can be done agentically.
The Portal also allows GumGum to utilise the learnings from the previous Mater Prize Home campaigns.
“What we saw for one of our more popular formats, which is called the Velocity format, we found that creative that was showcasing the home and the the beautiful interiors of a luxury home up for grabs drove stronger engagement and stronger click through than previous campaigns where we were focusing more on the location. With that, we saw an improvement in our click-through rate for the velocity format from 1.3 for the previous campaign up to 1.6,” Manton added.
The Velocity format was continued into the 325 campaign.
GumGum and Mater Lotteries have been working together since Q4 of 2025, and will continue to work together in the future.
