Title | DOODLE |
Brand | SA LOTTERIES |
Product / Service | X LOTTO |
Category | A01. Event & Field Marketing |
Entrant | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Entrant Company: | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Sales Promotion/Advertising Agency: | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Greg Kangge | Clemenger BBDO Adelaide | Creative Director |
Geoff Robertson | Clemenger BBDO Adelaide | Creative Director |
Jane Keen | Clemenger BBDO Adelaide | Art Director |
Jason Hollamby | Clemenger BBDO Adelaide | Copy Writer |
Andrew Slattery | Clemenger BBDO Adelaide | Art Director |
Nicole Eleftheriou | Clemenger BBDO Adelaide | Print Producer |
John Draper | Clemenger BBDO Adelaide | Illustrator |
Our objectives were to build awareness of the Baseweek X Lotto draws with an end result of improved sales for the year. To do this, we needed to re-engage both lapsed players that have converted to other bigger jackpot games, and a new younger customer.
As the idea was very strong and simple from the beginning it didn’t dramatically change from the original concept through to the final implementation.
The campaign contributed to X Lotto exceeding last year’s sales by nearly $10M and increasing its sales budget by 5%.
Often, gaming brands tell people what extravagant things they could buy with their winnings. However, our solution wasn’t to show players what they could win or a big jackpot amount. We wanted to find a way to interact with players and give them a chance to have some creative input. Instead, we invited players to “Just Imagine” and hand draw their own dream car, house, or holiday at shopping center displays, if they didn’t feel their drawing ability was up to scratch we hired an artist that could illustrate their dreams for them.