PICTUREPICK

TitlePICTUREPICK
BrandTHE LOTT
Product / ServiceTHE LOTT
CategoryD02. Use of Mobile
EntrantY&R Brisbane, AUSTRALIA
Idea Creation Y&R Brisbane, AUSTRALIA
Production Y&R Brisbane, AUSTRALIA

Credits

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

The Campaign

To re-engage a new generation of younger Australians, we created 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.

Creative Execution

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.This is then overlaid over a traditional lotto grid to generate 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.

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

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.

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

The Lott was facing a decline in participation by younger Australians, 18-30. Picture Pick is a mobile based activation designed to get this audience engaged with the brand again, by actively using their own photos on their mobile device to choose their lucky numbers.

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 their photos 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.

Links

Application URL