NZ Lotteries: Too big to handle

Campaign details

Category: Consumer Services
Agency: DDB Group
Client: NZ Lotteries

Summary

Big Wednesday was shrinking, and time was running out.

DDB Group used good old advertising to create real demonstrable lifts in sales. This is a story about making the hard, yet simple, changes that are necessary – and nothing more. It's about working restlessly week in and week out to build new sales levels that hadn't been seen since the game's launch seven years ago.

Key learnings

Big Wednesday is a brand, but the target audience just weren't buying into it.

This meant meeting the target market where they were at, even if it came at the cost of 'brand difference'. DDB had to rebuild communications from the bottom up, employing a more retail-oriented approach.

Marketing challenge and objectives

Big Wednesday was introduced in 2005 with a clear mandate – build sales during the Lotto lull in the middle of the week. By 2013 it had carved a unique place in the minds of New Zealand, with visibility, ad awareness and affinity right up there with the nation's favourite game Lotto. It was a distinct game with a different emotional benefit built on lavish unadulterated glamour, but despite all this 'success' sales were in long-term decline.