Play the Numbers You Know
A pitch-winning integrated brand campaign that made it easy for Victorians to play Keno, while delivering a remarkable 4% brand lift.
The Thinking: Victorians weren’t playing Keno anywhere near as much as Australia’s other states and territories. Research revealed why: choosing numbers — an essential part of any Keno game — felt overwhelming. So we removed that friction entirely by making choosing numbers feel instinctive, personal, and easy.
My Role: Concept Development, Copywriting & Messaging
Removing the Barrier to Entry
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Meeting Victorians Where They Are
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Removing the Barrier to Entry — Meeting Victorians Where They Are —
By anchoring our creative to numbers Victorians already knew — like their train platform or their footy player — we removed the barrier to entry. And contextual placements — like train platform creative in train stations and footy player creative near stadiums — delivered the right message, in the right place, at the right time.
TVCs gave us space to build genuine emotional connection with Victorians We created three hero stories, each designed to make a different segment of the audience feel seen. And cut-downs kept the campaign efficient across the full funnel.
The Story of Number 11
The Story of Number 59
The Story of Number 4
Organic social extended the campaign's reach without extending the budget — using the even deeper number-based storytelling to keep Keno front of mind.
Bold pieces of paid social reinforced our message, and contextual placement made the ads feel personal.
We extended the campaign into high-dwell environments, giving the concept room to breathe and its numbers the time to connect.
A Nova partnership brought local credibility to the campaign, using trusted voices to ensure the concept landed with audiences who respond to community rather than advertising.
Finally, we even drove retail conversion without a dedicated shoot. This stretched the production budget further while keeping the brand message consistent all the way.