Title | CASH TRAIL |
Brand | SA LOTTERIES |
Product / Service | X LOTTO |
Category | A01. Mobile Websites and Web Applications |
Entrant | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Entrant Company: | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Advertising Agency: | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Brenton Canty | Clemenger Bbdo Adelaide | Art Director |
Jordan Hillier | Clemenger Bbdo Adelaide | Copywriter |
Bryce Coombe | Clemenger Bbdo Adelaide | Account Director |
Winning X Lotto is a big deal. A very big deal. But with so much clutter and retail noise at Christmas time, it’s surprisingly difficult to interest players in the opportunity to win $31 Million. We decided to give everyone in Adelaide a taste of what it’s like to win X Lotto by creating a real-life adventure game where people “play” X lotto. The only prerequisite to play was that our players had to “Just Imagine” We combined both an online promotion with a real-world stunt, in a format that tapped in to Australian’s love of the smartphone (we’re second only to Singapore in usage by population density with over 1 in 3 adults owning a smartphone) The result? CashTrail. Time to play. CashTrail used the GeoCache game format to hide prizes around Adelaide. Prizes were found using maps and clues that were released on a daily basis on the mobile site cashtrail.com.au It seemed appropriate for a game that uses a mobile, and is mobile, to get the word out in a digital-friendly, easy to use manner – through QR codes planted around Adelaide in press, on bus shelters, and highly targeted Facebook advertising. An exceptional response. Average time spent on the site is huge at over 10 minutes. Player base grew exponentially over the first three days. The game struck a nerve with Facebookers, with over 800 players catching the bug through social sharing. SA Lotteries achieved an astonishing 27% over an elevated sales target. They also dramatically outperformed their interstate Lotteries colleagues. CashTrail involved the community, was immensely entertaining, and most importantly, provided an immersive brand experience which reflected the fun and entertainment of the X Lotto brand.