NZ Lotteries: Lotto Wilson
Agency: DDB GroupClient: NEW ZEALAND LOTTERIESProduct: LOTTERY GAME
Objectives
Lotto is New Zealand's lottery game. There's a million dollars up for grabs each week. However, the allure of Lotto was not just about the money but the dream. The introduction of the Powerball game1 in 2001 to Lotto supersized the dream.
In 2010, the magic of the Lotto dream was fading. The average weekly base sales were in significant decline.
Sales growth came from short-lived spikes from jackpots, not sustained desire to play.
Lotto's at its best when the...