Lotto - There's no nicer feeling

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Lotto has a strong 40-year heritage as the category flagship brand and has a fiercely loyal group of habitual players. However, these players are ageing (65+) and the brand has become disconnected from younger players who feel Lotto is relevant and differ

We knew that sharing with family and friends was still the key motivational driver behind playing Lotto. To ensure long term growth, we needed to engage frequent players by establishing the brand as a game you play to share in a modern and relevant way.

A creative platform was developed on the belief that winning is nice, but there’s no nicer feeling than sharing.

We wanted to position Lotto as the game that takes away some of life’s pressures. Sharing enables people to connect with and give to those that matter most.

A creative platform was developed on the belief that winning is nice, but there’s no nicer feeling than sharing. The campaign features Julia Stone’s version of The Beach Boys classic ‘Wouldn’t It Be Nice’.

The integrated campaign launched in September 2019 and the first wave of brand health results are imminent.

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