Lotterée’s loveable couple are back in second OZ Lotto campaign via 303 MullenLowe and Initiative
They’re back! Sue and Glenn, the loveable leads of Lotterywest’s OZ Lotto brand platform ‘Lotterée’, this week return in the second phase of an ongoing campaign developed by 303 MullenLowe and Initiative.
Launching across TV, OLV, radio, social, outdoor and owned channels, the latest iteration again uses the campaign’s signature tagline ‘Hooray for the Lotterée’ which first launched in May last year.
303 MullenLowe has been responsible for product strategy, campaign strategy, creative development, and production, and developed ‘Lotterée’ as part of a three-year OZ Lotto brand campaign platform.
The latest creative sees the couple share their big OZ Lotto dreams – funding a trip to Paris to see “that painting from The Da Vinci Code” or installing new galvanized square line gutters. While Sue’s trademark sassiness is again showcased, her heart of gold and love for Glenn leads her to give him a gift that communicates just how deep her feelings are; she allows Glenn to choose the OZ Lotto numbers for once.
303 MullenLowe Senior Copywriter Lachy Banton, said: “What is there to say about the second year of OZ Lotto’s Lotterée campaign? Well, it’s a big deal… for Glenn. And that’s because this year, Sue has allowed HIM to choose the numbers in HER favourite game. So, while last year we focused on Sue and how much fun she has playing, this year Glenn has stepped into the spotlight in his wonderfully pragmatic beige glory. It’s been a real joy to expand on their world and give some balance to their shared OZ Lotto story.”
Since launching last year, the ‘Hooray for the Lotterée’ campaign has proven highly successful for Lotterywest, creating a fame building identity for OZ Lotto through the use of the recognisable – and sometimes polarising – couple.
Lotterywest’s Manager, Brand and Campaign Sandra De Witt, said: “We’re delighted to share the next phase of our OZ Lotto campaign; not only are we starting to get to know the nuances of the Finley’s personalities, but they are proving to be engaging and memorable. It’s been an absolute delight to work with the team at 303MullenLowe, Initiative, Sandbox and our many individual partners to bring this to life.”
Alongside disruptive special build outdoor sites and innovative screens tactics, Lotterywest have partnered with NOVA to takeover WA’s #1 breakfast show, creating ‘Nathan, Nat and Sue’.
Steve Hare, Head of Client Service, Initiative, says: “Building on the successful launch of last year’s brand platform we set out to not just showcase Sue but use media to give her a stage and propel her character into culture. ‘Nathan, Nat and Sue’ is a playful media idea designed to bring Sue’s character to life in the Perth scene.”
The new work can be viewed below:
VIEW THE BRAND FILM
VIEW THE 15s RENOS SPOT
VIEW THE 15s NUMBERS SPOT
VIEW THE 15s LANGUAGE SPOT
VIEW THE 15s CULTURE SPOT
VIEW THE SOCIAL VIDEO WITH NOVA’S NATHAN, NAT AND ‘SUE’
Director, Marketing and Sales – Jenny Cullen
Manager, Brand and Campaign – Sandra De Witt
Marketing Officer – Annabella La Pegna
303 MullenLowe Perth
Executive Creative Director – Richard Berney
Art Director – Jake Ransom
Senior Copywriter – Lachy Banton
Finished Artist – Suzanne Whoston
Head of Planning – John Linton
Business Director – Eloise Cribb
Business Executive – Sarah Holmsen
Business Executive – Rebecca Di Pardo
Producer – Johnathan Julius
Production Company: Sandbox
Director – Robert Woods
Producer – Matt Hodgkinson
Production Assistance – Madison Armstrong
Production Assistant – Alzbeta Rekosh
DOP – Tim Fitzgerald
1st AC – Dan Stone
Sound – Glenn Dillon
Gaffer – Dan Spriggs
Stills Photographer – Finlay McKay
Stills Assistant – Jamie Brougham
Production Designer – Sally Phipps
Art Director – Tegan Weir
Art Assistant – Alicia Fahnesa
Wardrobe Stylist – KT Crocker
Wardrobe Assistant – Gavin Campbell
H/MU – Deanna Nishni
Sound Mix – Brad Habib
Initiative – Media Strategy, Planning and Buying
Steve Hare, Head of Client Service
Lauren Corner, Partnerships Manager
Ricardo Abrahao, Partnerships Executive
I’m intrigued by this campaign.
Hopefully we can see updates on participation, conversion rates, where players are migrating from and if total Lotterywest sales increase.