Oz Lotto this week launches a new brand platform Big Aussie Fun via VMLY&R, aimed at transforming its image into a game that Australians love, understand and play – regardless of the jackpot amount.
Centred around a refreshed larrikin character called Oz (a humanised Oz Lotto ball), the campaign injects both fun and Aussie attitude to the jackpotting brand through a range of executions across TV, Radio, POS, Retail, OOH and digital.
"We wanted Oz to be like the ultimate Aussie mate. He’s good on the tongs at a BBQ. He blows up the inflatable beach toys. And with millions of dollars up for grabs every week, it’s like it’s always his shout,” said VMLY&R’s Creative Group Head, Jim McKeown.
“Oz Lotto has always lived in an animated world, but this new brand platform of Big Aussie Fun allowed us to take Oz into the real world. Oz is a physical representation of the fun and enjoyment that the Oz Lotto game play brings, and we think he’s destined to be as loved as he is generous.”
In developing the new campaign, research was undertaken to help understand what was important to Australians when playing jackpotting games. The results helped to guide overall brand platform development.
As explained by Ben Johnson – Head of Brand, Lotteries: “This year life has become more serious than ever. However, as Australians we generally remain positive, live for today and find the fun in any situation.
“Oz Lotto is what having fun in Australia is all about. It’s about always saying yes to the fun things in life, so we wanted to transform what was a rational retail jackpotting game played by a loyal group of players into a brand that brings the Aussie fun. The resulting campaign gives an emotional injection to the brand to ensure people fall in love with both ‘Oz’ and Oz Lotto – not just the jackpot number.”
The work can be viewed here:
- Dagwood Dog:https://vimeo.com/454271609
Ben Johnson – Head of Brand – Lotteries
Jennifer Lyons – Senior Marketing Manager – Jackpots
Matthew Itzstein – Brand Manager - Jackpots
Bek Davidson – Marketing Coordinator – Jackpots
Guido Pecego – Associate Creative Director
Chelsea Parks – Associate Creative Director
Phil Vale – Art Director
Jim McKeown – Creative Group Head
Mignon van Weeren – Head of Broadcast and Content
Santi Drane – Head of Studio | 3D Illustrator
Kaicie Connors – Producer
Anthony Collins – Senior Digital Developer
Joanna Millington – Client Service Director
Andrew Kolb – Strategy Director
Senior Account Director – Ingrid Postle
Senior Account Manager – Peyton Taylor
Account Executive – Elena Berridge
Simon “Mo” Macrae - Director
Zenon Kohler – Creative Director / VFX Supervisor
Ian Anderson – Animation Director
Aysha Jones – Producer
Sarah Burton – VFX Producer