Lottery ads have always been about the reward (joy, thrill, elation) of winning – whether that reward is for you, or more recently for you to give to someone else. The major lotteries focus on their MAJOR prize money rewards. The purpose of lotteries in these ads is to win.

VMLY&R has reimagined that purpose for Oz Lotto. Its rewards is fun. Oz Lotto has become a game that Australians love, understand and play – regardless of the jackpot amount. VMLY&R has opened it up to a new audience.

The three commercials in the new campaign star a refreshed Aussie-larrikin character called Oz (a humanised Oz Lotto ball) and some famous Aussie idiosyncrasies – BIG everything, Dagwood dogs and bird attacks at barbecues. The full campaign covers 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,” stated VMLY&R 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 gameplay brings, and we think he’s destined to be as loved as he is generous.”

Ben Johnson, head of brand, Lotteries at Tabcorp, explained, “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.”

Credits:

Agency: VMLY&R
Associate Creative Directors: Guido Pecego  & 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

Production & Post: Cutting Edge
Director: Simon “Mo” Macrae  
Creative Director & VFX Supervisor: Zenon Kohler
Animation Director:Ian Anderson
Producer: Aysha Jones
VFX Producer: Sarah Burton

Client: Tabcorp
Head of Brand – Lotteries: Ben Johnson
Senior Marketing Manager – Jackpots: Jennifer Lyons
Brand Manager – Jackpots: Matthew Itzstein
Marketing Coordinator – Jackpots: Bek Davidson