Meerkats re-launch Lotto brand for Lotterywest

Meerkats has re-launched Lotterywest’s Lotto brand with a 90-second commercial now showing on television and in cinemas.

The commercial promotes Lotto’s new positioning line ‘Give Luck A Chance’.

See the ad

“When we think about it, luck plays a big part in all of our lives,” said Lotterywest CEO Jan Stewart.

“There’s the chance of fate that led to our parents meeting each other and creating us, then there’s the chance that led to the moment when we met our own life partner or other important people in our lives, as well as all the other moments when we simply had the courage to take a chance.”

This campaign follows research by Lotterywest, together with local advertising partner Meerkats who worked on the campaign’s concept, on how people perceive Lotto and how they experience luck.

“Lotto has been very popular with Western Australians for a long time but we knew we were not connecting with some sections of the public, especially the younger market, with our current marketing approach,” Stewart said. “We felt it was time to encourage Western Australians to reconnect with the idea of playing Lotto and that led us to this idea of the key message that it’s time to let luck back into our lives. After all, the one thing that all Lotto winners have in common is that they gave luck a chance and bought a Lotto ticket.”

The new marketing campaign is led by a television commercial which tells the story of one young man’s cycle of life. The story reminds us that there is always an element of luck in what happens to us but that we also have to be willing to take chances when opportunities come our way.

(See the various 30-second versions on Lotterywest’s YouTube Channel)

The television commercial is directed by internationally recognised film director from Western Australia Richard Bullock, who moved into directing in 2003 and has worked on major brands including Adidas and Mastercard.

Print and outdoor advertising showing a range of quirky messages about how luck might be ‘given a chance’ is a key element of the campaign.

Lotterywest’s digital communications partner Longtail, has led the digital component of the campaign. This includes a microsite where people can tell their story about how they met their life partner and share with others what happened when they gave luck a chance.

Other communications partners who have contributed to the campaign are Spirit Visual Communications on the brand and design work, particularly for the refreshed product branding and imagery, and Mitchells & Partners on the media strategy.

Stewart said it had been three years since Lotterywest had last launched a new major branding and communications strategy and it was time to refresh the communications approach and re-engage with players.

Together with the product marketing campaign, there is a new Lotterywest community message – ‘You play. You give’. This simple message reminds players in Western Australia that every time they play Lotterywest games, they are giving back to the local community.

“Not only do we hope this campaign encourages everyone to let a little luck back into their lives which might just involve a Lotto win, but we want the community to understand that with increased support for our games we can continue to raise much needed funds for the Western Australian community.”