DOODLE

TitleDOODLE
BrandSA LOTTERIES
Product / ServiceX LOTTO
CategoryA01. Event & Field Marketing
EntrantCLEMENGER BBDO ADELAIDE, AUSTRALIA
Entrant Company:CLEMENGER BBDO ADELAIDE, AUSTRALIA
Sales Promotion/Advertising Agency:CLEMENGER BBDO ADELAIDE, AUSTRALIA

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign contributed to X Lotto exceeding last year’s sales by nearly $10M and increasing its sales budget by 5%.

Explain why the method of promotion was most relevant to the product or service

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.