Lotto New Zealand
Client: Lotto New Zealand
Media: TV, Digital, Social
Country: New Zealand
Date Of Campaign: 22/6/2019
Background: Lotto players range from 18-108 with the bulk of their players older than 45. Because of this Lotto tend to spend the majority of their budget on a big TV ad every year, because they see the results. So, Lotto wanted to put their money behind another TV ad, which we knew would reach the older Lotto players. But to ensure Lotto’s ongoing brand health we needed the TV ad to be more engaging and relevant online to engage the 18-35 year old market, who don’t watch traditional TV.
Idea: A Lotto ad that was also a Lotto ticket. Just like a Lotto draw there were 8 Lotto numbers which were hidden throughout the ad. Viewers needed to find 7 to create their ticket and be in to win a grand prize, or 10 runner up cash prizes.This idea of searching for the ticket was also baked into the story of the ad, which was about a woman who loses her winning ticket. So as she was searching, the audience was searching for a ticket of their own. We released the ad without revealing the hidden numbers so we could leak it to the media and have them tell the story. Once the media had exposed the secret we confirmed the rumours on the Live National Lotto draw, and launched an interactive site that turn that search into a game. Throughout the campaign clues were we drip-fed on social media and even on the Live Draw each week.
Results: This ad was targeted at New Zealand’s population of 5 million.- During the campaign period Lotto saw an increase in sales of 4.9% (with each draw sale compared to similar Jackpot months).- There were 216,000 visits to the site and each person spent an average of 5:47 minutes looking for the numbers.- Social engagement inflated 421%.- And in total, people spent 872 days watching our 90 second commercial.