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 every Keno game — felt overwhelming. So we removed that friction by making choosing numbers feel instinctive and easy.
My Core Remit: Creative Leadership, Concept Development, Copywriting & Messaging
From Overwhelming To Obvious
—
State-specific Creative
—
From Overwhelming To Obvious — State-specific Creative —
Our creative heroed the kinds of numbers all Victorians know, delivering instant engagement and message comprehension. Contextual placements (like train platform creative in train stations) pumped up the relevance of our message, and channels like social provided the opportunity to take our storytelling further.
TVCs gave us space to build genuine emotional connection. We created three hero stories, each designed to make a different segment of our audience feel seen, and cut-downs of these kept the campaign efficient across the full funnel.
The Story of Number 11
The Story of Number 59
The Story of Number 4
Performance creative was designed to stand out amongst a cluttered feed, and contextual placements could make the campaign feel more 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 advertising-adverse audiences.
Victoria had a Keno problem, and we used deep understanding of the audience to solve it.