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,...