One of Lotterywest’s most important functions is giving c. $250 million a year to charities and communities (through grants). People were aware of this important social benefit. However, people did not draw the link between playing a Lotterwest game and the impact this had in the creation of community benefits through grants. We knew that if we could create stronger connections between the act of playing and the giving of grants, we’d build loyalty and underpin sales.
We developed a motivating brand platform – “For your Dream State – showing people how good our State is because of the grants made possible by Lotto players.
We created a three tier campaign – the first tier elevated the brand by drawing a direct link between playing and community benefit. As an example, one execution read “By simply playing you’ve helped bring the Aboriginal Astronomy Centre to life”. The second tier utilised product evidencing – demonstrating with specific dollar figures of grants going back into the community. The third tier used video content of communities and groups who received grants, linked to real players. All contributing to the Dream State.
“Lotterywest launched a new ‘Dream State’ marketing campaign on WA Day, 3 June, 2019... This year Lotterywest is proud to celebrate a year of record sales and record returns to the Western Australian community.” Susan Hunt, CEO (Lotterywest Annual Report 2019)