Taking a Lotto chance with new ad campaign

The new campaign, by FCB Johannesburg, features a 60 second corporate commercial, as well as television and radio spots that support the R15 million, R20 million and R30 million Superdraws.

The commercial features the shadow of a winner jumping for joy transforming into tangible 'rewards' from winning the Lotto - expensive jewellery, a luxury yacht and a mansion. The voice-over reinforces the brand spirit painted by the visuals: "It changes the way we dream and the way we love. The way we work and the way we play. It changes our luck, the way we see the world, and the way that the world sees us. It changes the way we drive and the way we're driven. It changes the way we learn, and it changes the way we give. In fact, it's amazing how R2.50 can change just about everything."

FCB Headspace strategic planner, Kesebone Maema, said the campaign's key objective is to strengthen the relationship with Lotto's consumers. Secondary goals include intensifying consumer confidence in the Lotto brand and encouraging regular participation, but in a responsible manner.

She said the key consumer insights identified by the FCB Headspace strategic planning team were that Lotto needed to reconnect with consumers and needed to raise awareness about the brand's contribution in helping communities throughout South Africa. In addition, an atmosphere of 'win-ability' needed to be highlighted every week and not just for the big draws.

"When a creative team sits down to work on a new piece of business, there is always the temptation to develop new pay-off lines, new identities," added FCB Johannesburg executive creative director, Brett Morris.

"However, we realized that the existing line: 'Tata 'ma chance, Tata 'ma millions' was strongly entrenched in the target market's psyche and that it would be irresponsible of us to discard it. This is very much in line with FCB South Africa's philosophy of creativity above everything else except accountability. We're sure the decision we've taken is the right one for the Lotto brand," he said.