LOTTO "ON ICE"

Bronze Spike

Case Film

Presentation Image

TitleLOTTO "ON ICE"
BrandLOTTO
Product / ServiceNZ LOTTERIES
CategoryB03. Use of Broadcast
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement PHD Auckland, NEW ZEALAND
PR DDB NEW ZEALAND Auckland, NEW ZEALAND
Production DDB NEW ZEALAND Auckland, NEW ZEALAND
Production 2 SWEETSHOP Auckland, NEW ZEALAND
Production 3 EIGHT Auckland, NEW ZEALAND
Production 4 SCOUNDREL FILMS LIMITED Auckland, NEW ZEALAND
Post Production DDB NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Brett Colliver DDB New Zealand/Aotearoa CD
Brett Colliver DDB New Zealand/Aotearoa Creative Director
Mike Felix DDB New Zealand/Aotearoa CD
Mike Felix DDB New Zealand/Aotearoa Creative Director
Gary Steele DDB New Zealand/Aotearoa ECD
Danillo Castilho DDB Group Aotearoa New Zealand Lead Front End Developer
Claire Colohan DDB Group Aotearoa New Zealand Lead Intergrated Producer
Paul Edwards DDB Group Aotearoa New Zealand Retoucher
Johannes Gertz DDB Group Aotearoa New Zealand Head of Digital Delivery
Kate Lines DDB Group New Zealand Lead Business Partner
Gordon Moir DDB Group Aotearoa New Zealand Retoucher
Rupert Price DDB Group Aotearoa New Zealand Chief Strategy Officer
Damon Stapleton DDB Aotearoa/New Zealand Chief Creative Officer
Amanda Summersby Lead Integrated Producer Integrated Producer
Judy Thompson DDB Group Aotearoa New Zealand Executive Producer
Milon Williams DOP & Editor Audio Engineer
Haylee Killip DDB Group Aotearoa New Zealand Senior Business Director
Fran Schnackenberg DDB Group Aotearoa New Zealand Senior Business Manager
Dean Pomfrett DDB Group Aotearoa New Zealand Head of Digital Design
Tess Costil DDB Group Aotearoa New Zealand Designer
Lucas Santos DDB Group Aotearoa New Zealand Senior Full Stack Developer
Claire Kelly Eight Executive Producer
Katie Millington Eight Managing Director & Executive Producer
Jamie Lawrence Eight Director
John Toon Eight DOP
Alex O’Shaughnessy Eight Editor
Ben Chesters Eight Editor
Nathan Pickles Eight Editor
Kate McGill Eight Casting
Neville Stevenson Eight Production Designer
Amanda Neale Eight Costume Designer
Al McKay Toybox Post Producer 
Dave Gibson Toybox Colourist 
Leoni Willis Toybox VFX Artist
Andrew Stewart Toybox VFX Artist
Cam Ballantyne Beatworms Composer
Troy Goodall   Matchphotographers  Photographer
Mark Barber Matchphotographers Photographers Assistant
Annemarie Browne Lotto New Zealand  Chief Marketing Officer
Leah Neilson Lotto New Zealand  Head of Brand and Creative
Genna Duff Lotto New Zealand  Senior Marketing Manager
Sophie Smart Lotto New Zealand  Assistant Brand Manager

Why is this work relevant for Brand Experience & Activation?

The New Zealand Herald has been quoted as saying that "Lotto ads are one of the few pieces of advertising that New Zealanders actually look forward to" So when we cut off the ending of our commercial, the nation was up in arms. Until we revealed to them we'd created a site they could to explore to unlock the ending, which took them even deeper into the story.

Background

Many Lotto players do something strange: They delay checking their ticket to give themselves longer to imagine. So instead of focusing on the win - like every Lotto ad on the planet - we focused on the wait.

Describe the creative idea (20% of vote)

A Lotto campaign that rewarded viewers by making them wait.

Describe the strategy (20% of vote)

The customer insight is something that all Lotto players know, but no one had talked about. So we brought it to life in film, and then let them experience it for real, by giving them the same feeling as the characters in the story.

Describe the execution (30% of vote)

First we created a story about a group of Antarctic researchers who put off checking their ticket so they can dream for the 6 months they're stuck there. But then, just as the ad is coming to the climax... We cut off the ending. The public reaction was instant. But we took our time responding. In fact, we made them wait a month before finally revealing a site where the ending could be found. But only if the user was patient enough to search through the Antarctic base where the researchers had spent 6 months. For over 5 weeks we built suspense and anticipation amongst viewers, and allowed them to experience the fact that joy isn't just found in winning, it's also in the anticipation.

List the results (30% of vote)

Over 145,000 New Zealanders spent more than 3.2 years searching the base in Antarctica, waiting in anticipation to find out the ending of the ad.