The Powerball Jackpot campaign has been revitalised, with DDB Aotearoa rolling out a fresh look and feel over the last eight months.
The revitalised creative sees two Powerball dots – technically called ‘tittles’ – transformed into 3D characters for 17 new TV stories, sharing their dreams of winning big.
A tittle is that little dot that sits above letters like ‘i’ and ‘j’ and Powerball’s two have been given arms, legs and a big personality, taking on the imagination of the everyday Kiwis who play Powerball.
Matty Burton, Group Chief Creative Officer, DDB explains: “The team wanted to create some new heroes for Powerball. The new dot characters come from the ‘millions’ mentioned in each draw, and we’ve brought their stories to life in a relevant and dynamic way,” he says.
The breadth of the campaign has spanned across a multitude of assets, including 208 POS, 1300 digital banners, 17 TVCs with various jackpot changeouts, 52 cutdowns and 60 radio scripts.
“It’s hard to encapsulate how huge this campaign rollout has been. With ranging jackpots, Wednesday and Saturday draws, all across multiple channels, there are literally thousands of assets. This was a big team effort and we are extremely happy with the outcome,” says Matty.
Leah Neilson, Head of Brand and Creative at Lotto NZ says: “The challenge was not only across creative but also production and the efforts were hugely collaborative – working closely with both DDB Group and the Lotto NZ in-house creative team.”
“We’re buzzing – our new animated heroes have truly evolved from the previous campaign, refreshed with messaging that is fit-for-channel, engaging and relevant to the jackpot. We’re excited to see Kiwis get to know our dots as they tune into their Powerball dreams each week,” she says.
$20M New Class:
$16M Tiffany:
