Region: South Africa
Uthingo Management was the operator of South Africa's National Lottery
We created an integrated mass-media communications campaign that had to overcome numerous socio-economic and cultural factors, including an illiterate and low-income earning target market, 11 official languages, and no previous exposure to the Lotto brand and its mechanics.
Take a chance. Take the millions.
We created a full brand identity with the slogan ‘Tata'ma chance. Tata 'ma millions’ — a mix-mash of the 11 official languages and street slang.
We collaborated with South African singer Vickie Sampson to adapt her song ‘African Dream’ into a Lotto anthem, making the brand instantly recognizable by all South Africans.
To take the message to the masses, we used everyday accessible media — from television, radio, print and posters, outdoor billboards and street art, to store graphics and sales kiosks, buses and taxis, street theatre and community events.
Shadows Campaign:
We used imagery of everyday individuals in their everyday lives, showing their shadow's reaction to ‘taking a chance’ and ‘taking the Lotto millions’.
After a marketing effort that aimed to reach 80 percent of South African homes directly, more than 800,000 tickets were sold in the first day of availability.
Nearly R70 million worth of tickets were sold in the first three weeks of operation.
Media: Film | TV | Radio | Print | OOH | Digital | Social
Branding | Design | Activations | Retail
Licence to Dream Campaign:
Making the Lotto ticket the ‘catalyst’ for winning — illustrating that you could only ‘dream’ it if you purchased a ticket.
We concentrated less on the large cash prizes and more on the individual's dreams — a new house, a new job, a new motorbike, a new holiday and even a new surfboard!
Street art-styled illustrations of the various destination hand signals used by commuters to signal down public taxis and buses.
Why travel just locally when you can travel the whole world?
Media: Film | TV | Radio | Print | OOH | Digital | Social
Branding | Design | Activations | Retail
Product: Iza-fast Scratch Cards
Title: Negotiator — Merger
Winning is instant with Iza-fast Scratch Cards.
Everyone has that itchy feeling, so start scratching.
‘Iza-fast’ is South African slang for ‘it's super-super fast’.
Media: Film | TV | Radio | Print | OOH | Digital | Social
Branding | Design | Activations | Retail