Play the Numbers You Know
Keno came to News Amp @ News Corp with a problem: 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 we developed a state-inspired integrated brand campaign that made it easy for Victorians to choose their Keno numbers.
Audience-inspired Storytelling
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Platform and Placement Integration
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Audience-inspired Storytelling — Platform and Placement Integration —
Very Victorian
We made it easy for Victorians to choose their Keno numbers by reminding them of what their numbers could be. Perhaps their most-frequented train platform at Southern Cross Station or favourite footy player.
The Story of Number…
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 6 and 15 seconds were created.
The Story of Number 11
The Story of Number 59
The Story of Number 4
Stopping the Scroll
Bold bits of social media content stopped the scroll using numbers from our campaign’s photography, or intriguingly-relevant numbers from the creative’s placement itself.
Social Storytelling
The numbers you know are known for a reason, so we teased them out with fun little stories our audience could relate to.
Beautiful Full Page Print
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.
All Ears
We partnered with Nova, and a team of dead set Victorian legends, to inject even more personality into Play the Numbers You Know.
A Vision of Retail
We even managed to turn up the retail dial without having to shoot anything extra. Very resourceful.
Retail Radio
Similarly to the above, our radio creative drove action while staying connected to the rest of the campaign, reminding punters how easy Keno is — just play the numbers you know!
The artwork shown above remains the exclusive property of the agency or brand it was created for. Modifications may have been made to align with this portfolio’s presentation style and templates.