Challenge

Every year, Lotterywest gives out millions of grants to local communities and charities. The Dreamstate campaign shows how, by simple playing, WA people are enabling grants and benefiting the community. There are so many grants, and the amounts of money so high, that the challenge was to make it personal. To really convince a person that when they played, they had a direct impact by their personal actions.

Answer

We built two mechanisms into our creative content. Firstly, we took a player or newsagent to see for themselves who received the grant, where it was invested, and the benefit for the community as a result – as in the video above. Secondly, we took the grant recipients to a local newsagent, to enable the recipient to personally thank the player who had bought the ticket, and thus enabled the grant.

We created over 50 stories which were distributed through paid targeted social and on the Lotterywest Story Hub. Making the grant programme highly personal and meaningful.

Results

“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)

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