MS Limited and The Brand Agency ruffle feathers in Victoria with third MS Dream Home Lottery

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MS Limited and The Brand Agency launched their third MS Dream Home Lottery in Victoria last week, in partnership with MSWA, disrupting the market with Victoria’s first home lottery giving away two Grand Prizes.


“The market research told us very clearly that our targeted consumers prefer multiple large prizes, rather than just one huge prize”, explained Ben Holgate, Executive Manager Strategic Fundraising. “It was clear that changing our prize structure to ensure we give our customers what they’ve asked for was the right thing to do”.

The MS Dream Home Lottery already had a familiar face with Melbourne TV personality, Shelley Craft, as the spokesperson. To capitalise on her familiarity and communicate this first to market prize structure, The Brand Agency developed a new sidekick for Craft, Tiko the Toucan.

Anneliese Sullivan, copywriter at The Brand Agency said, “What started as a punny throwaway line in a brainstorming session quickly became something seriously worth pursuing. For us, ‘Toucan win’ was just the right amount of silly and charming to be memorable, and to stand out in the lotteries market. It made sure everyone knew the answer to the question, ‘How many can win a Grand Prize?’”

The integrated campaign runs across TV, digital, eDM, social, DM & UDM and audio channels.

As part of the launch The Brand Agency have also enhanced the lottery website, an ongoing process of continual improvement of site performance, security and user experience.

All profits raised by ticket sales in the MS Dream Home Lottery go towards making a life changing difference to Victorians living with Multiple Sclerosis.

MS Limited
Executive Manager Strategic Fundraising: Ben Holgate
Senior Manager Individual Giving: Elizabeth Dorizac
Lotteries Manager: Lester Khan
MSWA General Manager Brand, Marketing & Sales: Paul Cavanagh
National Lotteries Manager: Michael van Oudtshoorn
Senior Lotteries Coordinator: Alexandra de Souza

The Brand Agency
Executive Creative Director: Marcus Tesoriero
Creative Director: Dean Hunt
Copywriter: Annaliese Sullivan
Art Directors: Ellen Treharne & Niall Stephens
Head of Design: Daniel Agostino
Designer: Emma Lilliman
Head of Account Management: Brendon Lewis
Account Director: Ruby Broun
Account Executive: Christina Tilenni

Production Company: King Street and Clockwork Films
Executive Producer: Katie Trew
Puppet Designer: Phillip Miller