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The brief was to create a 360 campaign that relaunched Lotto at a higher ticket price (which offered bigger jackpots). We created a TVC that was supported by various forms of print media, radio as well as Commuta TV (taxi tv). A big selling point for the launch was that the new Lotto was launching with a R30 million guaranteed jackpot. Our campaign was very well received by the public. The success of the campaign, more specifically the TVC could be attributed to the natural and hilarious conversations that make use of Kasi Taal (vernacular), the amiable personality of the characters, and the hit soundtrack “MORE” by Hip-Hop artist Stilo Magolide, which all together taps into an insight that the majority of South Africans relate to. Copywriter:

 

Drew Soglo

Art Director: Simphiwe Khumalo

Creative Director: Les Broude

Executive Creative Director: Brad Reilly