Marketforce and The Penguin Empire dream big in new campaign to reignite Lotto Superdraws
Dream super big. Remember the dreams you had before the realities of life got in the way. This is the sentiment behind new work from Lotterywest and Marketforce for Saturday Lotto Superdraws.
Janine Harvey, Acting Group Marketing Manager, said with OZ Lotto and Powerball experiencing an unprecedented run of jackpots last financial year, the Superdraws were getting lost in the clutter.
“Saturday Lotto Superdraws are important events and make a significant contribution to our overall sales. We needed a holistic evaluation of the approach to reignite the Superdraw brand and inspire Western Australians to dream bigger. This was the challenge we posed to Marketforce,” said Harvey
In response, Marketforce created the ‘Dream Machine’, a magical device with the power to make dreams come true.
“We set out to attach more emotion to Superdraws and develop a unique creative approach that would become synonymous with a Superdraw,” said Brendon Lewis, Group Account Director. “For sustained sales growth, Superdraws need to stand for more than just a jackpot and be clearly differentiated from the other jackpotting games. If Saturday Lotto is about dreaming a little, then Superdraws are about taking those dreams to the next level.”
Central to the idea was the dream machine itself. Working incredibly closely with The Penguin Empire’s Rob Forsyth, the team set about designing a machine that was magical, tangible and beautiful to look at.
Lewis said it was the most collaborative and creative production process that he has ever been part of.
“Working with Penguin and Sandbox from very early in the process proved highly rewarding, minimising the traditional production challenges typical with such a project. What we have is world-class production values applied to a single-minded and powerful creative idea. I expect this to do great things for the Superdraw brand.”
Director Rob Forsyth added: “The Dream Machine offered a rare and exciting design opportunity, and the brief we set ourselves was to come up with something that seemed fantastic yet familiar. I’m really proud of the concept; not only is the Dream Machine aesthetically stunning, it’s also a character in its own right, and I look forward to seeing it work its magic for Lotterywest.”
Launching for the Saturday Lotto Superdraw on October 29, 2016, the campaign uses a channel mix including social, online, radio, TV, outdoor, press and POS.
“This was a comprehensive strategic review to formulate a creative and communication strategy to grow Superdraw sales over the next 24 months,” said Harvey. “We are thrilled with the result so far and the input from all our partners. We’re in the business of making dreams come true, and we hope that the Lotterywest Dream Machine inspires all Western Australians to get their tickets and dream super big, because you never know, it just might come true. And remember when you play with Lotterywest all of WA wins.”
CREDITS
Lotterywest
General Manager: Honor Clarke
Acting Group Marketing Manager: Janine Harvey
Campaign Manager: Andrea Cho
Brand Manager: Melissa Catenacci
Marketforce
Creative Directors: Pat Lennox & Ben Green
Art Director: Neil Martin & Neil Holmes
Copywriter: Guy Howlett & Ryan Yip
Group Account Director: Brendon Lewis
Senior Account Manager: Deb Kerferd
Account Executive: Rebecca Grapiglia
Strategy Planner: Paula Cameron
Agency Producer: Triona Crowley & Sally Gibson
Print Production: Danny Coleman
Retouching: Michael Barratt
Carat
Channel Strategy: Mark Pinney
Senior Business Director: Clara Carmody
Business Manager: Bronwyn Kaye
Business Executive: Alister Yuen
The Penguin Empire
Director: Rob Forsyth
Producer: James Grandison
Executive Producer: Kelvin Munro
DOP: Patrick O’Sullivan
Sandbox
3D CG lead / Dream Machine build: Matthew James Kerley
VFX and Compositing, Grade and Online: Jaemie Manners
Post Producer: Jenny Crabb
Soundbyte
Music & Sound mix: Brad Habib
Music Compose: Josh Hogan