Lotterywest and Initiative add to Saturday Lotto brand refresh with WA media-first partnership

Lotterywest’s and Initiative have launched ‘The Saturday Switch-Up’ as an extension of the ‘Long Live Saturday’ new platform recently launched by 303 MullenLowe.

Saturday Lotto has been a regular feature in the Western Australian community for more than 45 years. The “Long Live Saturday” seeks to reclaim the joy, connection, and spontaneity that Saturdays once stood for.

To extend the newly launched campaign, Initiative has facilitated the inception of Western Australia’s first three-way media partnership with JCDecaux (Outdoor), ARN (Audio), and So Perth (Digital Content). Together with Lotterywest, they launched “The Saturday Switch-Up” competition—a dynamic, multi-channel component of the launch campaign, designed to inspire West Aussies to break from the ordinary and rediscover the fun in their Saturdays.

Sian Thomas, Group Investment Director, Initiative, said: “For such a significant rebrand, we saw a unique opportunity to engage WA’s media community in the true spirit of partnership —asking them to reflect the essence of the new brand through their platforms. The enthusiasm, creativity, and quality of ideas we received were truly impressive.”

Several media partners were briefed and invited to submit proposals on how to bring “Long Live Saturday” to life. With clearly defined selection criteria, Initiative, Lotterywest, and creative agency 303 MullenLowe, collaboratively evaluated all responses—providing clear feedback to those shortlisted and ultimately selecting a winning trio, the first for this market.

All three partners collaborated closely throughout the development of the campaign, ensuring cohesive messaging and consistent calls to action across every touchpoint within their respective ecosystems.

The competition itself gives West Australians the chance to win a variety of unique “Saturday Experiences” — designed to help them break out of routine and rediscover the joy of the weekend, all thanks to Saturday Lotto.

ARN / 96FM is hosting the competition on its Win Page, supported by a dynamic audio amplification strategy showcasing the “Long Live Saturday” brand anthem.

“It’s been a fantastic collaborative journey from briefing through to execution. We’re proud to spearhead what’s possible when media partners unite behind a shared brand vision. It’s a true strength of the West Australian industry and our strong relationships —and hopefully just the beginning of many more campaigns like this to come,” said ARN’s Jessica Steliou.

JCDecaux Digital Large Format displays are strategically scheduled to align with on-air radio mentions, promoting the competition and announcing weekly winners. Smaller format placements feature QR codes, directing users to the Win Page for easy entry.

So Perth is amplifying the campaign through weekly articles, eDMs, and social media extensions— showcasing the diverse prizes and encouraging more audiences to reclaim their Saturdays through inspirational recommendations.

Finally, Lotterywest is leveraging direct digital and in-store communications to promote the competition to players, alongside Saturday Lotto’s new estimated $6 million Division One prize, with available profits from ticket sales going back to the WA community in the form of Lotterywest grants.

“By playing Lotterywest games like Saturday Lotto, our players help support projects right across the State. This financial year alone, Saturday Lotto ticket sales returned more than $87 million back to the WA Community through Lotterywest grants and produced 44 Division One winners.”, said Lotterywest Director Marketing and Sales, Jenny Cullen.

See more here: https://www.96fm.com.au/competition/the-saturday-switch-up

Credits
Client: Lotterywest
Director, Marketing and Sales: Jenny Cullen
Senior Brand Manager: Bryony Worrall
Manager, Brand and Campaign: Natalie Cole
Marketing Officer: Caryn Leong
Marketing Digital Manager: Thomas Doherty
Senior Digital Marketing Officer: Athena Orias
Digital Marketing Officer: Claudia Evangelista

Media: Initiative
Sian Thomas: Group Client Advice & Investment Director
Tia Sullivan: Investment Manager
Danielle Marazis: Investment Executive

Media Partners
Jessica Steliou – ARN, Account Director
Sophie Rochecouste – ARN, Branded Content Manager
Lauren De Rozario – JCDecaux, Account Manager
Phil Dada – Network Media, Sales Director
Jason Balchand – So Perth, Account Manager
Adam Barrell – So Perth, CEO

Agency: 303 MullenLowe
Executive Creative Director: Sara Oteri
Copywriter: Ellysia Burton
Head of Design: Alby Furfaro
Senior Designer: Madeleine De Pierres
Finished Artist: Suzanne Whoston
Head of Production: Johnathan Julius
Chief Strategy Officer: Matt Oakley
Senior Business Director: Eloise Cribb
Business Manager: Taylah Covich