Oz Lotto's brand platform Big Aussie Fun via VMLY&R

4 September 2020

Creative Agency: VMLY&R

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A refreshed larrikin character called Oz.

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,” says 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.

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.”

Inflatable:

Swoop:

 

Credits:

TABCORP

Ben Johnson – Head of Brand – Lotteries

Jennifer Lyons – Senior Marketing Manager – Jackpots

Matthew Itzstein – Brand Manager - Jackpots

Bek Davidson – Marketing Coordinator – Jackpots

 

VMLY&R

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

 

CUTTING EDGE

Simon “Mo” Macrae - Director

Zenon Kohler – Creative Director / VFX Supervisor

Ian Anderson – Animation Director

Aysha Jones – Producer

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