Lotto: Imagine

The New Zealand Lottery increased revenue through touching films that created a strong emotional connection with its audience.

Campaign details

Brand: New Zealand LotteriesAgency: DDB New ZealandCountry: New Zealand

Market background and challenge

A maturing business

By 2015, Lotto NZ was a mature business which had become heavily reliant on jackpot levels to grow revenue. For many New Zealanders, long gone were the thrilling Saturday nights of the late eighties spent huddled around the TV, clinging to their ticket in the hope they’d won the jackpot.

But the all-too-familiar feeling of losing more often than winning had taken its toll. An increasing number of people were choosing to play only when an eye-wateringly...

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