New Zealand Lotteries: Walking On Air
Category: Consumer Services Fast Moving Consumer Goods (FMCG) Agency: DDBClient: New Zealand Lotteries
Summary
As the everyday offering from New Zealand Lotteries, Instant Kiwi had lost its winning feeling. Although the affordable, scratch and win product had changed, that didn't mean New Zealanders attitudes towards it would.
DDB needed to find a way of encouraging consumers to suspend their disbelief long enough to get them to try the all-new Instant Kiwi.
‘Walking on Air’ did just that. You can instantly feel the high that comes with Instant Kiwi...