F.Y.I.

Lotterywest launches new ‘Powerballin’ campaign via 303 MullenLowe Perth

303 MullenLowe Perth has created a new campaign for Lotterywest, comprising of three TVCs, each a unique iteration of a ‘Powerballin’ rap.

 

The announcement:

The pure, unprecedented freedom feeling that a Powerball win could bring is explored in a quirky new Powerball campaign platform for Lotterywest via 303 MullenLowe, featuring its own locally written and produced rap.

With music by local Noongar rap artist Flewnt, and composition by Panda Candy, the new Powerballin’ campaign comprises a series of three TVCs, each focusing on a unique character and iterations of a bespoke Powerballin’ rap. It will also be seen from this week across outdoor and social, and in a campaign twist, the specially developed rap will also be launched as a standalone 90” track on local radio.

303 MullenLowe business director Eloise Cribb said the new campaign platform embodies the bold, energetic and exciting personality and tone of the game, while appealing to those “looking for freedom from aspects of life less enjoyed”.

“While Powerball has a lot of cultural cache in people’s minds from previous campaign platforms like One Powerball and Powerball Problems, we discovered the current positioning of “becoming rich” isn’t one that aligns with consumer needs or the Lotterywest brand any longer due to cultural shifts,” she explained.

“Winning the Powerball isn’t about extreme wealth, it’s about that feeling of pure, unprecedented freedom you would get from a win. The freedom to do all the things no one would dream of doing in their regular lives. So in order to be culturally relevant and connect with younger Australian audiences it’s this attitude behind the money that we really honed in on and heroed in the new campaign.”

303 MullenLowe art director Stephen Hansen continued: “Powerball has a long and storied legacy of culturally iconic campaigns. To bring the brand in line with modern opinions of wealth we knew we needed an idea that tapped into the inevitable attitude shift after a Powerball win. Luckily for us the idea was in the name itself. Powerballin’ is the attitude you only get from true financial freedom and with the help of some truly Powerballin’ friends, we’re very happy with the result.”

The new Powerballin’ campaign will run throughout the next 12 months in a series of brand activity, with the new brand platform set to be in market for years to come.

Lotterywest’s manager brand and campaign Ruby Broun said Powerball has always been ballin’, this financial year alone delivering over $93 million back into the WA community. In March it also made one WA family $40 million richer.

“Now, with Powerballin’ we have a platform that takes Powerball’s bold and confident stance in a new direction, delivering a chance at escapism and the freedom that a Powerball win could bring, effectively aligning us with changing consumer needs and the Lotterywest brand,” Broun said.

“This has been a huge production, many months in the making, so thank you to the numerous hands involved.”

303 MullenLowe is part of Attivo Group, a marketing services consultancy with offices across Australia and New Zealand

Credits:

Lotterywest

Director, marketing and sales – Jenny Cullen

Manager, brand and campaign – Ruby Broun

Manager, brand and campaign – Holly Broockmann

Marketing officer – Lauren Duckworth

Marketing officer – Jayde Glorie

303 MullenLowe Perth

Executive creative director – Richard Berney

Art director – Stephen Hansen

Copywriter – Zosia Kilpatrick

Head of design – Alby Furfaro

Designer – Anabel Cressie

Designer – Andrew Allingham

Finished artist – Suzanne Whoston

Digital designer – Casey Upchurch

Head of planning – John Linton

Business director – Eloise Cribb

Business executive – Rebecca Di Pardo

Producer – Johnathan Julius

Music composition: Panda Candy

Music composition: Ian Berney, Glenn Sarangapany and Dazastahs Lair

Vocalist: Flewnt (Josh Eggington)

Music mix: Ian Berney and Kieran Kenessay

Stills photography & retouching

Photographer and retouching: Luke Carter Wilton

Photographer assistant: Dan McBride

Production company: Open Spaces

Director: Edwin McGill

EP: Béatrice Masia

DOP: Patrick O’Sullivan

Motion graphics: What’s This? Studio

Creative / animation direction: Sam Price

2D animation: Jhan Fung

Producer: John Macliver

Post production company: The Office of John Cheese

Offline: Billy Browne

Colourist: Martin Greer

Online: James Hawkes

Audio production: Cue Sound

Sound engineer: Nick Gallagher

Producer: Anika Fourie

Casting: ToeSox

Megan Carpenter

Media planning (Initiative)

Head of client service – Steve Hare

Investment partnerships manager – Lauren Corner

Investment partnerships manager – Ricardo Abrahao

Source: Attivo Group

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.