That’s the Ticket! Dave Callan celebrates good stuff for WA in new Lotterywest campaign via 303 MullenLowe Perth

The campaign features local comedian Dave Callan as the ‘people’s champion’, roaming the streets of WA in his Lotterywest activewear. Across a range of different executions, Dave encourages WA to come together and shout ‘That’s the Ticket’ while showcasing a selection of Lotterywest grant funded projects including Foodbank, Men’s Sheds and St Patrick’s Community Support Centre among others.

303 MullenLowe Business Director Eloise Cribb explains the approach: “Even though Lotterywest give millions back to WA each financial year, many regular and occasional players don’t know how much Lotterywest helps our community, and how much their ticket helps WA.  So, our challenge was to strengthen the link in players’ minds between buying a Lotto ticket and improving the lives of those in the community, not just as a one off but over the long-term.”

303 MullenLowe ECD Richard Berney said to tackle the issue, 303 MullenLowe recruited Dave to say thanks to Lotto players in a memorable way.

“‘That’s The Ticket!’ is sloganizing in all its glory – tying ticket purchases to great WA benefits and doing it at speed. Well, at the speed of Dave Callan in a polyester tracksuit. His catch-cry is self-aware yet utterly enthusiastic, and echoed by the community he meets. It’s difficult to tell if he’s cool, but he is definitely awesome,” he said.

Lotterywest Manager, Brand and Campaign Natalie Cole said many people were not aware that the organisation was 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 WA 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 alone.  That’s something we’re incredibly proud of – and we want the people of WA to be proud of too.  Dave is a great way to remind players that every Lotto ticket they buy goes towards good stuff for our State.”

‘That’s the Ticket’ will run across TV and OLV, radio, social, large format outdoor and owned channels with 303 MullenLowe responsible for product strategy, campaign strategy, creative development, and production.  New grant recipients will be showcased as the campaign progresses.

That’s the Ticket video can be viewed here:

30” Overarching: https://vimeo.com/718932302/aeefb13b27

15” Foodbank: https://vimeo.com/718932345/310a9553ec

15” Men’s Sheds: https://vimeo.com/718932414/1bc26e6e55

15” St Pats: https://vimeo.com/718932382/0b9a1e2124

15” Skate Parks: https://vimeo.com/718932445/0620bb1e3f

It is the second Lotterywest campaign to go live via 303 MullenLowe in as many months; the ‘Lotteree’ campaign was launched in May featuring two new characters as part of a new brand platform.

Client

Director, Marketing and Sales – Jenny Cullen

Manager, Brand and Campaign – Natalie Cole

Marketing Officer – Emma Rogers

303 MullenLowe Perth

Executive Creative Director – Richard Berney

Head of Art – Andrew Allingham

Finished Artist – Suzanne Whoston

Head of Planning – John Linton

Business Director – Eloise Cribb

Business Executive – Rebecca Di Pardo

Producer – Johnathan Julius

Suppliers

Production Company: Sandbox

Director – Robert Woods

Senior Producer – Maria Elena Amatulli

DOP – Tim Fitzgerald

Stills Photographer – Finlay McKay

Sound Mix: Brad Habib

Media Planning (Initiative)

Steve Hare, Lauren Corner, Molly Trumble, Ricardo Abrahao