At a time when Big Wednesday was becoming the reason sales targets across the business were not being met, the New Zealand Lotteries team went back to the drawing board to try something new. And what they did was re-work the Big Wednesday marketing approach to focus on what players really wanted to hear about: the jackpot.
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The residents of StopPress towers are huge fans of both dad dancing and awkward high fives. And NZ Lotteries and DDB have made all our dreams come true by combining these two wonderful things into one ad in an effort to drive sales of Lotto tickets for Fathers Day.
Judging from the (unusually) complimentary comments on StopPress, the pundits seem to like the new—and quite bizarre—Instant Kiwi campaign. And, to launch NZ Lotteries’ new overarching tagline of ‘Winning Happens’, DDB has also released a series of entertaining radio ads featuring monkeys, kung fu masters and tense reality show music that aim to drum home the fact that there’s a winner every second-and-a-half across the whole portfolio.
Instant Kiwi is all about giving low-level gamblers a short, sharp thrill. And DDB has brought that idea to life in its latest campaign, one of the first executions to feature New Zealand Lotteries’ new over-arching tagline ‘Winning Happens’.
As part of our push to remind you marcomms folk to get your entries in for the 2013 TVNZ-NZ Marketing Awards, we’re asking some past winners to tell us about their glorious victory, what it meant to the business and why these awards are different. First up, ex-New Zealand Lotteries head of marketing and now Coca-Cola general manager of marketing, Wendy Rayner.
In an effort to attract a “social, lively and stylish urban audience” to a product not usually associated with such phrases, NZ Lotteries and Running with Scissors have just launched a new range of Instant Kiwi tickets. And marketing manager Robert Saunders says it’s the biggest facelift for the tickets since it started selling them back in 1989.
After NZ Lotteries’ big rehash of Instant Kiwi, DDB launched the much-loved, much-awarded and completely OTT ‘It Can All Change in an Instant’ musical number in 2010. And while the humour is still there in the follow-up ‘It Pays to Push your Luck’, they have taken a slightly more complicated approach this time round.