Play the Numbers You Know
An integrated brand campaign that showed Victorians how easy it is to play Keno, while delivering a remarkable 4% brand lift (Kantar).
The Thinking: Victorians weren’t playing Keno anywhere near as much as Australia’s other states and territories. Research said this was because Victorians were overwhelmed when it came to choosing numbers — an essential part of any Keno game. So, the team and I at NewsAmp @ NewsCorp reminded Victorians how easy choosing your Keno numbers can be.
Audience-inspired Storytelling
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Platform and Placement Integration
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Audience-inspired Storytelling — Platform and Placement Integration —
We made it easy for Victorians to choose their Keno numbers by reminding them what their numbers could be. Perhaps their most-frequented train platform at Southern Cross Station, or favourite footy player.
A suite of three TVCs told deeper, number-centric stories that all Victorians could relate to. The heroes were 30 seconds long, but of course, cut-downs of 15 and 6 seconds were created.
The Story of Number 11
The Story of Number 59
The Story of Number 4
Bold bits of social media content stopped the scroll using our campaign’s photography, or intriguingly-relevant numbers from the creative’s placement itself.
The numbers you know are known for a reason, so we teased them out with fun little stories our audience could relate to.
Now, you can probably already imagine how Play the Numbers You Know works in print. But I’m proud of it, so take a look anyway.
We partnered with Nova, and a team of dead set Victorian legends, to inject even more personality into Play the Numbers You Know.
We even managed to turn up the retail dial without having to shoot anything extra. Very resourceful.