When weekends weren’t just a chance to prep for the following week.
Lotterywest has launched a new platform for its heritage game Saturday Lotto – Long Live Saturday via creative agency 303 Mullenlowe.
Using the call to action ‘Let’s reclaim Saturdays’, it showcases a range of common Saturday chores, asking the audience to consider ‘aren’t Saturdays for something more?’
303 MullenLowe Perth chief strategy officer Matt Oakley said that during the initial research phase, it became apparent that Saturdays just aren’t like they used to be.
“There’s a lot of nostalgia for a time when weekends weren’t just a chance to prep for the following week,” Oakley said.
“As the OG Lotterywest game, Saturday Lotto is the perfect antidote for weekends chocker with chores.”
The campaign is spearheaded by a brand TVC and will be seen across radio, outdoor, social, press, digital and partnerships from this week.
303 MullenLowe Perth ECD Sara Oteri said at the heart of the campaign is a custom-composed song, written to be an anthem for a new era of both longtime players, and new ones (aged 35–45) discovering the brand.
“Lotterywest has always been a part of Western Australia’s fabric and Saturday Lotto a part of our weekend rhythm,” Oteri said.
“This platform celebrates that connection in a way that’s pure brand, not just product.
“A knowing nod that strikes an emotional chord with consumers and owns the occasion.
“And what better way to do it than with an anthem we can all sing along to.”
303 MullenLowe developed all creative assets plus extensions into partnerships, design identity, ecosystem, and integrated production.
The campaign assets along with brand partnerships were curated with longstanding partner, Initiative Media.
Lotterywest director of marketing and sales Jenny Cullen said Saturday Lotto has been providing West Aussies with the chance to safely dream since 1979.
“This financial year alone, 46 Division 1 winners have shared in more than $54.7 million in prizes,” Cullen said.
“But the impact of prizes is only the beginning, by playing Lotterywest Games, like Saturday Lotto, you help fund projects right across the State.
“All available profits from every lotto ticket sold go back to the WA community, and thanks to our Saturday lotto players this financial year $92 million has gone back to the community through Lotterywest Grants.”
