New Zealand Lotteries: What Would You Do For A Ticket

The New Zealand Lotto game was on a downturn with average weekly base sales in significant decline. Sales growth was coming from short-lived bursts relating to rising jackpots, rather than any fundamental or sustained change in the desire to play and GST increased from 12.5% to 15%, increasing the cost of Powerball tickets.

New Zealand Lotteries: What Would You Do For A Ticket

Category: Fast Moving Consumer Goods Retail/EtailAgency: DDBClient: New Zealand Lotteries

Summary

In a category where people 'lose' each week, it's hard enough getting people to buy into the Lotto dream, and it's even harder when you put the price up.

How do you get a cynical, rational and resistant culture enthusiastic about, and believing in, the dream?

You transform it. You make it so big that it eclipses human ability. You put a price on the ticket.

Wilson, the Lotto Dog,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands