Title | PICTUREPICK |
Brand | THE LOTT |
Product / Service | THE LOTT |
Category | A09. Data / Insight |
Entrant | Y&R Brisbane, AUSTRALIA |
Idea Creation | Y&R Brisbane, AUSTRALIA |
Production | Y&R Brisbane, AUSTRALIA |
Name | Company | Position |
---|---|---|
Andrew Shepherd | The Lott | Head of Demand Generation |
Sharon Anderson | The Lott | Head of Digital |
Jen Lyons | The Lott | Senior Brand Manager |
Josh Moore | Y&R Group ANZ | Chief Creative Officer |
Phil McDonald | Y&R Group ANZ | Chief Executive Officer |
Brendan Greaney | Y&R Brisbane | Executive Creative Director |
Andrew Thompson | Y&R Brisbane | Executive Creative Director |
Clint Halket | Y&R Brisbane | Head of Digital |
Emma Hay | Y&R Brisbane | Digital Producer |
Nick Doherty | Y&R Brisbane | Technical Director: |
Josh Bartlett | Y&R Brisbane | Art Director |
Ash Kennedy | Y&R Brisbane | Copywriter |
Lucy Flower | Y&R Brisbane | Senior Account Director |
Rob Hudson | Y&R Brisbane | Chief Digital Officer |
Jill Every | The Lott | GM Marketing - Lotteries |
We used mobile phone photos to create a new way to play lotto. The Picture Pick app turns your favourite photos into your favourite lotto numbers. Players take a photo, or choose one from their library, and the algorithm scans each photo pixel-by-pixel, performing over 40,000 calculations, then overlaying the data onto a traditional lotto grid to generate a unique set of ‘lucky' numbers. Players can then customise, take in store or purchase direct from the app.
Players take a photo or choose one from their library. The Picture Pick algorithm uses a mathematical equation known as Canny Edge Detection to identify the edges inside an image. It then loops through the image, pixel by pixel, identifying and ranking edges, histogram values and amount of colours, creating a model of interesting features within the image. Using the model of features, the algorithm overlays a traditional lottery ticket over the image, splitting it up into lotto games, and lotto numbers. It then loops through each game and number, selecting the highest ranked features within each game. This process generates a set of playable numbers for each game and a lottery ticket based on the image uploaded. Players can then customise, purchase direct from the app or take it into any of The Lott’s 4,500 retailers nationwide. The app was launched on the App Store on 27 April 2017, and supported by point of sale, eDMs and social.
Within a week of launch, Picture Pick had exceeded the client’s target, amassing 3,100 app downloads, 10,645 pictures uploaded and over 190,000 games played. Frequency and engagement also improved with each user launching the app an average of 3.9 times, while Picture Pick session times averaged 2 minutes 26 seconds. (42% longer than the previous app.) From a targeting point of view, Picture Pick can also collect each photo’s Exif data. When combined with transactional information, this unlocks a wealth of new data points about our players including geolocation, age, number of shares etc. Interestingly, over half (52%) of players using Picture Pick were unregistered or new players. And the most popular game played was Saturday Lotto, traditionally the realm of the Lott’s older demographic. Proof that Picture Pick is changing the way young Australians play lotto.
The target audience was young Australians (18-30), for whom photos have become the new social currency. (Each day, over 80 million photos are shared on Instagram alone.) Our idea was to get people to transfer the emotional equity in the photos on their mobile device to their lotto numbers. The first step was to further understand our audience’s behaviour on social channels. Using our existing 250K current member base, we built a Facebook like audience and used social listening tools (Nuvi, Local Measure & Sysmos) to gain key insights into their behaviour. From this data, we also developed a targeted social campaign, using a mix of real and specially created images – similar to those our audience was used to seeing on social – to encourage them to play and win.