Youtube VideoThis time last year Instant Kiwi was losing relevance, players were lapsing out of the category and sales were going backwards. Unlike NZ Lotteries' jackpot games like Lotto, Strike, Powerball and Big Wednesday, which had all been rejigged, Instant Kiwi wasn’t selling the dream very well.
The way to get the country scratching again was clear: create more winners, offer higher priced games and provide more ‘decent’ wins. Instant Kiwi also needed to look better, be priced appropriately and be merchandised more effectively. And the whole of New Zealand needed to know about the changes from day one. But the big risk was channelling five percent of margin into prizes to improve the product experience. This meant sales had to follow—and quickly.
And follow they did, with a massive—and instant—sales uplift. While many international lotteries have embarked on similar programmes of transformation, none of them re-launched a completely new range of products, new in-store merchandising, and a new brand campaign all on the same day. And none achieved it all in just six months.
- Full case studies of all the winners are available in the latest edition of NZ Marketing and the first 20 humans from within NZ to subscribe here will receive a copy of James Hurman's new book The Case For Creativity, valued at $40.
CATEGORY COMMENT: "Fast moving consumer goods, the things you eat and put on your skin, things that sit on shelves. I know that every FMCG person will be going “I think we do a little bit more than that'."
THE PEOPLE: Kirsty Larsen
THE PARTNERS: DDB, Spark, Interbrand, The Research Agency, Fast Forward, DTK
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