Larrikin couple leads OZ Lotto’s Lotterée campaign via 303 MullenLowe Perth.

The quirky and irreverent couple will feature across OZ Lotto brand executions for the next three years, starting with a launch campaign and its tagline ‘Hooray for the Lotterée’, which launched this week.  It will be seen across TV, online video, radio, social, large format outdoor, display and owned channels across WA, taking a humorous look at Sue and Glenn’s OZ Lotto dreams.

It is the first work produced for Lotterywest since 303 MullenLowe Perth won the account off the back of a competitive pitch in September last year, with the agency’s role incorporating product strategy, campaign strategy, creative development, and production.

303 MullenLowe’s Head of Planning John Linton said the agency had been tasked with “developing a memorable, meaningful and fame-building identity for OZ Lotto, intrinsically linked to the quintessential Aussie spirit and lifestyle we love – proud, yet playful, an everyday underdog, a loveable larrikin”.

“We developed Sue Finley, Australia’s colourful Auntie, with an infectious laugh, and hilarious sense of humour, who dreams of Lotterée night and day, because she loves nothing more than planning how she’ll spend her Lotto millions in the most fabulous of Australian ways.  She is more than happy to hear what her husband Glenn would do, as long as he doesn’t take up too much of her screen time.  By introducing Sue and Glenn and their life story, we’ve brought a new dose of genuine, light-hearted and irreverent fun to the Lotto – and hopefully a relatable reason to play Lotto on a Tuesday night.”

Sandra De Witt (Manager, Brand and Campaign) Lotterywest, said: “With such a wide range of lottery games to play across the week, OZ Lotto needed a compelling rational and emotional reason to inspire people to play on a Tuesday night. We love the idea of linking Lotto to these characters; following them as they go about their lives, and the fun and excitement that playing OZ Lotto brings to them. We can’t wait to see what’s next for Sue and Glenn.”

303 MullenLowe ECD Richard Berney added: “Playing Lotto is not doing the dishes, sitting in traffic, or weeding the driveway.  Playing Lotto is fun.  Which brings us to Sue Finley – she likes playing Lotto.  She loves her special Lotto pen, doing her numbers with the dog and maybe her man.  Yes, Sue Finley is a bit fancy and she loves playing OZ Lotto – her Lotterée.”

Video executions can be viewed here:

30” Brand TV / OLV – https://vimeo.com/708877406/d5706a7ad3

15” Retail TV / OLV – https://vimeo.com/708877156/c3a75cfa3c

15” Retail TV / OLV – https://vimeo.com/708876880/e0eeb8a49b

15” Retail TV / OLV – https://vimeo.com/708876688/d60fadf2c0

And social videos here:

10” Social – https://vimeo.com/708879224/e07994fdec

10” Social – https://vimeo.com/708879086/9403cb67a7

10” Social – https://vimeo.com/708878953/d659926ec0

Credits:

Client – Lotterywest

Director, Marketing and Sales – Jenny Cullen

Manager, Brand and Campaign – Sandra De Witt

Marketing Officer – Caryn Leong

303 MullenLowe Perth

Executive Creative Director – Richard Berney

Art Director – Jake Ransom

Copywriter – Lachy Banton

Head of Art – Andrew Allingham

Finished Artist – Suzanne Whoston

Head of Planning – John Linton

Business Director – Eloise Cribb

Business Manager – Renee Harris

Producer – Johnathan Julius

Suppliers

Production Company: Sandbox

Director – Robert Woods

Senior Producer – Maria Elena Amatulli

DOP – Tim Fitzgerald

Stills Photographer – Finley McKay

Sound Mix – Brad Habib

H+MU / Wardrobe – KT Crocker

Sue Finley – Emma Kraus

Glenn – Greg Pereira

Media Planning – Initiative

Steve Hare, Lauren Corner, Ricardo Abrahao

About Lotterywest

Lotterywest is the only state government owned and operated lottery in Australia and one of the few in the world where the profits are returned directly back to the community through a grants program. Throughout the year, Lotterywest supports a multitude of events, charities, community groups and projects in WA, with over $300 million given back to the WA community last financial year.