Lotto has a strong heritage as the category flagship brand and has a fiercely loyal group of habitual players. However, these players were ageing (65+) and the brand was becoming disconnected from younger players.
We knew that sharing with family and friends was still the key motivational driver behind playing Lotto, so to ensure long term growth we needed to establish the brand as a game you play to share in a modern and relevant way.
We wanted to position Lotto as the game that takes away some of life’s pressures, so people could connect with and give to those that matter most to them-connecting through sharing.
A creative platform was developed on the belief that winning is nice, but there’s no nicer feeling than sharing. This was brought to life through 3 unique scenarios and features Julia Stone’s version of The Beach Boys classic ‘Wouldn’t It Be Nice’.
