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Loveable Lottery Ball ‘Oz’ Stars in Adorable Brand Campaign for Oz Lotto

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VMLY&R's campaign injects both fun and Aussie attitude to the jackpotting brand through a range of executions across TV, radio, POS, retail, OOH and digital
Loveable Lottery Ball ‘Oz’ Stars in Adorable Brand Campaign for Oz Lotto
Oz Lotto this week launches a new brand platform Big Aussie Fun via VMLY&R, aimed at transforming its image into a game that Australians love, understand and play – regardless of the jackpot amount.

Centred around a refreshed larrikin character called Oz (a humanised Oz Lotto ball), the campaign injects both fun and Aussie attitude to the jackpotting brand through a range of executions across TV, radio, POS, retail, OOH and digital.


"We wanted Oz to be like the ultimate Aussie mate. He’s good on the tongs at a BBQ. He blows up the inflatable beach toys. And with millions of dollars up for grabs every week, it’s like it’s always his shout,” said VMLY&R’s creative group head, Jim McKeown. “Oz Lotto has always lived in an animated world, but this new brand platform of Big Aussie Fun allowed us to take Oz into the real world. Oz is a physical representation of the fun and enjoyment that the Oz Lotto game play brings, and we think he’s destined to be as loved as he is generous.”


In developing the new campaign, research was undertaken to help understand what was important to Australians when playing jackpotting games.  The results helped to guide overall brand platform development.


As explained by Ben Johnson, head of brand, Lotteries: “This year life has become more serious than ever. However, as Australians we generally remain positive, live for today and find the fun in any situation. Oz Lotto is what having fun in Australia is all about. It’s about always saying yes to the fun things in life, so we wanted to transform what was a rational retail jackpotting game played by a loyal group of players into a brand that brings the Aussie fun. The resulting campaign gives an emotional injection to the brand to ensure people fall in love with both ‘Oz’ and Oz Lotto – not just the jackpot number.”

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Client

client: TABCORP

Head of Brand, Lotteries: Ben Johnson

Senior Marketing Manager, Jackpots: Ben Johnson

Brand Manager, Jackpots: Matthew Itzstein

Marketing Coordinator, Jackpots: Bek Davidson

Agency

Agency: VMLY&R

Associate Creative Directors: Bek Davidson and Chelsea Parks

Art Director: Phil Vale

Creative Group Head: Jim McKeown

Head of Broadcast and Content: Mignon van Weeren

Head of Studio / 3D Illustrator: Santi Drane

Producer: Kaicie Connors

Senior Digital Developer: Anthony Collins

Client Service Director: Joanna Millington

Strategy Director: Andrew Kolb

Senior Account Director: Ingrid Postle

Senior Account Manager: Peyton Taylor

Account Executive: Elena Berridge

Post-production

Post-production company: CUTTING EDGE

Director: Simon “Mo” Macrae

Creative Director / VFX Supervisor: Zenon Kohler

Animation Director: Ian Anderson

Producer: Aysha Jones

VFX Producer: Sarah Burton

Categories: Gambling, Sports and Leisure

VMLY&R Australia, Fri, 04 Sep 2020 09:50:47 GMT