BrandWorld Fast Moving Consumer Goods Award: NZ Lotteries

  • Marketing
  • September 8, 2011
  • Ben Fahy
BrandWorld Fast Moving Consumer Goods Award: NZ Lotteries

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 Creativityvalued 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

FINALISTS:

Frucor Beverages / PepsiCo Beverages Pepsi Max It Jobs summer campaign

Frucor Beverages Mountain Dew Code Red

Frucor Beverages BIG FIZZ

Frucor Beverages V Evolution

 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Movings/Shakings: 23 June

  • Movings/Shakings, brought to you by Marsden Inch
  • June 23, 2017
  • StopPress Team
Movings/Shakings: 23 June

Industry happenings at MediaWorks, ATEED, Method, Harrison Grierson and Because.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit