Lotterywest pulls at the heartstrings to attract new players

Lotterywest has launched a campaign for its Saturday Lotto in a bid to attract a different kind of gambler.

Despite its group of devoted players who buy a ticket each week, the campaign has been driven by the Saturday Lotto’s struggle to attract new players.

The TVC shows a man who buys a lottery ticket with the numbers his deceased grandfather always used.

He dreams of using the winnings to recreate his grandfather’s restaurant.

Creative agency Marketforce was briefed with making the Saturday Lottery more appealing to a younger market.

Sarah Sawdon, Marketforce group account director, said in a statement: “The ‘Keep Your Saturday Dreams Alive’ platform bridges the gap between the older and newer generation of Lotto players by encouraging the new generation to carry forward the dreams the older generation have been playing for. We tapped into feelings of nostalgia to make the Saturday Lotto brand more endearing and heartfelt, which clearly positions the game away from others in the portfolio.”

Lotterywest’s outdoor execution

Andrea Cho, senior brand officer at Lotterywest, said: “So many of our players have a special memory or ritual of Saturday Lotto, whether it’s watching the first Lotto draw together as a family, using their children’s or grandchildren’s birthdays to pick their numbers or having a shared Lotto dream. We wanted to show how Lotto can create shared moments of connection and celebration, by making dreams come true not just for an individual but for their loved ones as well.”

The campaign will be executed across TV, radio, digital and outdoor.


Client leads – Andrea Cho & Natalie Cole, Lotterywest
Head of Client Solutions – Nicole Cikarela
Chief Creative Officer – Paul Coghlan
Group Account Director – Sarah Sawdon
Copywriter – Brandon Piggott
Art Director – Justin Borromei
Producer – Gemma Kay
Designer – Chantelle Malone
Production (Open Spaces): Perry Westwood, Beatrice Masia, Ben Shirley
Production (Siamese): Merlin Cornish, Francesca Hope
Production (Cue Sound): Mike Fragomeni, Nick Gallagher


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