Lotto players range from 18-108 with the bulk of their players older than 45. Because of this Lotto tend to spend the majority of their budget on a big TV ad every year, because they see the results. In fact, the ‘Imagine’ campaign of TV commercials are continuously rated as New Zealand’s favourite ads and have achieved Grande Effie winning business results. They do this by driving sales during low jackpot months when sales often dip. So Lotto wanted to put their money behind another TV ad, which we knew would reach the older Lotto players. But to ensure Lotto’s ongoing brand health we needed the TV ad to be more engaging and relevant online to reach and engage the 18-35 year old market, who don’t watch traditional TV The client's sales goal was a 1% increase on Saturday draw sales. (100% of Lotto profits got back to the community).