MS Limited and The Brand Agency ruffle feathers in Victoria

MS Limited and The Brand Agency launched their third MS Dream Home Lottery in Victoria last week, in partnership with MSWA, disrupting the market with Victoria’s first home lottery giving away two Grand Prizes. 

“The market research told us very clearly that our targeted consumers prefer multiple large prizes, rather than just one huge prize,” explains Ben Holgate, Executive Manager Strategic Fundraising. “It was clear that changing our prize structure to ensure we give our customers what they’ve asked for was the right thing to do.”

The MS Dream Home Lottery already had a familiar face with Melbourne TV personality, Shelley Craft, as the spokesperson. So, to capitalize on the familiarity of Shelley and to communicate this first to market prize structure The Brand Agency developed a new sidekick for Shelley, Tiko the Toucan. 

Anneliese Sullivan, copywriter at The Brand Agency said: “What started as a punny throwaway line in a brainstorming session quickly became something seriously worth pursuing. For us, ‘Toucan win’ was just the right amount of silly and charming to be memorable, and to stand out in the lotteries market. It made sure everyone knew the answer to the question, ‘How many can win a Grand Prize?’”

The integrated campaign runs across TV, digital, eDM, social, DM & UDM and audio channels. As part of the launch The Brand Agency have also enhanced the lottery website, an ongoing process of continual improvement of site performance, security and user experience.   

All profits raised by ticket sales in the MS Dream Home Lottery go towards making a life changing difference to Victorians living with Multiple Sclerosis. 

MS Limited 
Executive Manager Strategic Fundraising: Ben Holgate 
Senior Manager Individual Giving: Elizabeth Dorizac
Lotteries Manager: Lester Khan

General Manager Brand, Marketing & Sales: Paul Cavanagh
National Lotteries Manager: Michael van Oudtshoorn 
Senior Lotteries Coordinator: Alexandra de Souza 

The Brand Agency
Creative Director: Dean Hunt 
Copywriter: Annalise Sullivan 
Art Director: Ellen Treharne & Niall Stephens  
Head of Design: Daniel Agostino 
Designer: Emma Lilliman 
Head of Account Management: Brendon Lewis 
Account Director: Ruby Broun 
Account Executive: Christina Tilenni
Production Company: King Street and Clockwork Films
Executive Producer: Katie Trew 
Puppet Designer: Phillip Miller
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