Kenogo launches Thrill of the Wait 2.0 campaign

Kenogo has unveiled Thrill of the Wait 2.0, a campaign created by The Idea Shed that reimagines everyday downtime as the perfect moment to play.

The announcement:

KenoGO entered the lotteries market with the ambition to be a fun, modern alternative to traditional pub Keno. While its 2024 launch campaign boosted awareness, over time, a need was discovered to strengthen the distinctive brand cues and habitual triggers to continue player engagement by building on the success of Thrill of the Wait 1.0.

Thrill of the Wait 2.0 addresses this by positioning KenoGO as the go-to entertainment during idle pauses. Whether waiting for a haircut, standing in line, or killing time between commitments, KenoGO reframes those moments of monotony as branded “KenoGO Moments.”

The campaign launches with two 15-second TVCs (Fresh Do and Bathroom Line) with a third TVC set to air in 2026. These executions turn ordinary waits into playful, branded experiences, supported by an OOH suite, radio, digital and social. Contextual OOH headlines will target moments of waiting across the country, while a unified creative system from a two-day shoot by The Idea Shed and Chronicle, ensures consistency across paid, owned and earned channels.

Emma Kasbarian, marketing director at KenoGO, said: “Thrill of the Wait 2.0 has taken KenoGO to the next level. The Idea Shed has once again shown how to make our brand feel fun, modern and relevant. By turning downtime into playtime, they’ve helped us build a clear point of difference in the market and connect with Australians in everyday moments.”

John Volckman, director at The Idea Shed, added: “From launching KenoGO to now shaping the next chapter with Thrill of the Wait 2.0, we’ve shown the strength of Creative Commerce in action. This work builds on the momentum of launch, proving that when creativity is grounded in cultural truth, it doesn’t just entertain – it creates relevance, brand love and measurable business outcomes.”

The Idea Shed:

John Volckman – Partner

Richie Stretell – Partner

Daniel Adams – Client Service Director

Adrian Moore – Head of Creative Experience

John Fairley – Creative Director

Paul Fiore – Creative/Copy Writer

Adela Lee – Designer

Anna Blackie – Account Director

Chronicle Studios:

Dale Bennetto – Partner & Head of Production

Si Kirk – Director of Photography

Kate Turner – Producer

Siobhan Crowley – Senior Producer

Claudia Sutiono – Editor

KenoGO Australia:

Emma Kasbarian – Marketing Director

Adam Pustetto – Head of CRM

Claudia Nikolovski – Marketing Executive

Tina Wang – Marketing Coordinator

Maria Lopez – CRM Executive

Agency Partners:

Mitch J. Green – Director

PMG

Source: Joy Clark