Background

Situation: Magnum is one of Malaysia’s oldest lottery gaming brands, having been around since 1958. Lottery was once trendy and entertaining. But for the young generation of today, it is perceived as old fashioned, difficult and boring. Due to government regulations, the only way to play lottery games is to go into a physical store to purchase. Not to mention, the games are not really interactive. Brief: How can an old fashion lottery game be turned into an exciting and engaging experience that appeals to the young generation? Objectives: Promote the game Magnum Life to acquire Greenfield millennials with a target of 14,000 game e-voucher downloads. Convert and drive 30% of redemption in Magnum 4D retail outlet.

Describe the creative idea (30% of vote)

Insight: The older generation see opportunities to buy numbers in everyday life. See a car accident? Jot down the number plate. Got a number while waiting at the bank? Buy that number! Daughter just gave birth? Buy the number of your grandkid’s birthday! We wanted to connect the younger audience with this opportunity. The Idea: This younger generation are only obsessed with things they can’t afford. Gadgets, holidays, hype gear and so on. What if we could turn all these articles into numbers that can give them a chance to win at the lottery? Introducing Seeing Numbers Transforming an old-fashioned habit into an algorithm to win a new generation of lottery gamers.

Describe the strategy (20% of vote)

Insights The older generation drew inspiration of seeing numbers from what happens around them in hopes of winning the lottery. That lucky number could be a phone number, a unit number, a car plate, your wedding date. That was the ‘gamification’ of the older generation. But with unlimited entertainment in front of them, the new generation are glued to their screens. Target Audience Young Generation – Millennials and Gen Z. Men and women aged between 21 to 35 years old. They are the “now” generation that likes instant gratification. Digitally-savvy, in-trend and always looking at a screen. Relevance to platform Lottery gaming is a unique business in Malaysia. Online lottery isn’t allowed because it’s a predominantly Muslim country. Therefore the urgency is to engage new audiences on their mobiles. And have an engaging mechanic to draw them to physically walk into a Magnum gaming outlet to buy a ticket.

Describe the execution (20% of vote)

We first identified the millennials top 5 topics of interest: fashion, fitness, food, travel and tech. (5) In knowing their interest, we used Google News API to feed real-time news headline into our target audience’s Facebook newsfeed from popular native content and social platforms such as Taboola, Viral Cham, Rojaklah, Cilisos, World of Buzz, Facebook and Instagram. Then, the headlines that they were reading morphed into lucky numbers ready to be played as a Magnum Life game ticket. And by filling in some details, they will receive an e-voucher through SMS for a free game, redeemable only at the Magnum 4D store. We followed by retargeting our audience with variation of topics for those who did not download the e-voucher first time and continue serving reminders, driving them to the Magnum 4D store to play.

List the results (30% of vote)

Total e-voucher download during campaign – 55,616 downloads, an increase by 400% We garnered +48% in conversion rate (redemption of voucher in store) Magnum Life sales increased by 1% with just minimum RM1 per play nationwide during campaign period. We drove more than 8% of new customers in store during campaign period. The campaign also helped cross-gaming with an additional 3% in sales. Garnering a media impression of +12million During campaign period, Magnum Life winners made up of 20% aged between 21-35 years old, proving that the younger generations have started playing Magnum Life.

Please tell us about the cultural insight that inspired the work

In this instance, the cultural insight IS the idea. The insight of seeing numbers in everything is distinctly Malaysian. For example, it’s a common sight to see a very minor accident on the road causing a huge backlog, because Malaysians are snapping photo of the number plates for a chance to buy it at the lottery. This is just one of the very small example of how Malaysians spot numbers and opportunities to win at the lottery everywhere. By combining that insight with native content that is relevant to a younger target audience, and by engaging them by transforming the relevant news articles of the things they loved but couldn’t afford, we turned their social feed into an opportunity to re-engage with an age old tradition on a modern platform. And more importantly helped our clients win a new generation of lottery gamers.