Lotterywest has given its Tuesday jackpotting game OZ Lotto a makeover with a brand new campaign that’s all about celebrating the winning moment.
Crazy characters, true blue Aussie themes and most importantly quintessential Aussie humour are the catalyst for the new branding.
Lotterywest Senior Marketing Officer Melissa Catenacci said it was all about having fun.
“It’s been years since Lotterywest has rebranded OZ Lotto so capturing that moment of a big Lotto win with a sense of fun and humour has been really rewarding,” she said.
“It was important for us to bring OZ Lotto’s larrikin personality to life in these ads and we hope West Aussies enjoy the tongue in cheek humour as much as we do.”
And it doesn’t get more Aussie than Perth home-grown talent and social media phenomenon Ozzy Man (Ethan Marrell) who wrote the ads with the creative team from WA advertising agency, Marketforce.
The ads are in the style of his hugely popular YouTube commentaries and focus on winners’ reactions, all while being commentated by Ozzy Man.
Marrell described Ozzy Man as a bogan with a heart of gold who people laugh with, rather than at. He has 8.6 million followers on Facebook, 3.5 million on Youtube and 1.3 million on Instagram.
Marketforce chief creative officer Paul Coghlan said it was great to have Ozzy Man on board.
“Yeah nah yeah, this Oz Lotto brand repositioning has been a lot of fun to bring to life,” he said.
“In this new strategic shift we tap what makes Aussie culture great – celebrating the underdog, sport, and humour.
“It was fantastic to get amongst it with Ozzy Man on this, along with the hard-working folk at Sandbox, Soundbyte, and Initiative.
“The Get Amongst It platform spans TV, digital, radio, outdoor and instore and is reaching a whole new audience.”
The state-wide marketing campaign will include in-store, TV, radio, outdoor, press and digital activity and launches this Sunday 17 November.
CREDITS
Strategy: Nicole Cikarela
Creative: Paul Coghlan, Brandon Piggott, Justin Borromei
Account service: Sarah Sawdon, Emily Hooper
Studio: Michael Barratt
Digital: Maurice Melchers
Dir: Alex Feggans
DOP: Patrick O’Sullivan
Producer: Jenny Crabb
Prod Coord: Maria Elena Amatuli
Prod Design: Murray Edwards
Editor: Tony Bannan / Denzil Heeger
VFX: Tony Bannan
Colourist: Jaemie Manners
Sound Design: Brad Habib, Soundbyte
Media strategy (Initiative): Natalie Salinovich, Harriet Cohen
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Media Enquiries Jennie Fitzhardinge & Hermione Coleman: 9488 6227 / 0438 996 884