AUCKLAND, Monday: Last month, Lotto NZ left Kiwis in suspense, following a cliffhanger ending to the latest iteration of its Imagine series, On Ice. “Now,” says DDB Aotearoa ECD Gary Steele, “Lotto has revealed there is in fact an ending, but they won’t be giving it away easily – instead, it’s up to us to unlock it.”
Launched today, the next phase of the campaign follows the story’s central theme of prolonged anticipation. New Zealanders are encouraged to head to the website (Didtheywin.co.nz) to discover how to unlock the ending and be in the draw to win a share of $50,000 worth of prizes.
The interactive website allows people to explore the base where the four Antarctic researchers in the story spent the long winter – the difference is, now it’s the audience embarking on the research mission.
Throughout the base, there are objects for people to interact with – some will help them unlock the ending, while others are items of interest that help paint a deeper picture of Antarctica.
In addition to the main prize for unlocking the ending, there are four other prizes to be won, each based on the dreams of each of the characters in the story.
“I continue to be excited by the ever-evolving Imagine series and the ability for the digital component to take each iteration to a new level.”
Gary Steele: “This is the second time Lotto NZ and DDB Aotearoa have taken their highly anticipated campaigns beyond a single story through the integration of digital media. The previous iteration of Imagine, L05T, had audiences hunting for hidden Lotto numbers within the ad.
“This campaign takes the experience a step further, using the ad to lead Kiwis into an exciting digital experience.
“The Imagine platform gives us the opportunity to get really creative, to produce something new and different with each iteration, capture the nation’s imagination and drive huge engagement and participation for Lotto NZ.
“By integrating an exciting and interactive digital experience into the campaign, we are able to heighten that anticipation, extend the life of the campaign and get Kiwis invested in the journey.”
Lotto chief marketing officer Annemarie Browne says she “continues to be excited” by the ever-evolving Imagine series and the ability for the digital component to take each iteration to a new level.
“DDB launched the Imagine campaign platform in 2015 with Pirate Ship, followed by Mum’s Wish in 2016, Armoured Truck in 2018, L05T in 2019 and On Ice in August this year.”
“The Imagine series is all about allowing the nation to dream – it’s something that Kiwis can really connect with and feel inspired by,” she said.
“By integrating a digital experience into the campaign we’re able to continue each story, prolong the anticipation and give Kiwis more time to dream – and of course, the chance to win thousands of dollars.”
“DDB launched the Imagine campaign platform in 2015 with Pirate Ship, followed by the poignant Mum’s Wish in 2016, the award-winning Armoured Truck in 2018, L05T in 2019 and On Ice in August this year.
The second phase is now live at www.didtheywin.co.nz and is integrated with media extending across digital and social.
The main prize for unlocking the ending is $20,000 cash. Additional prizes include two Business Premier tickets to view the Southern Lights (Aurora Australis) worth $15,000 and three cash prizes (between $2000 and $10,000).
Client: Lotto NZ
Chief Marketing Officer: Annemarie Browne
Head of Brand and Creative: Leah Neilson
Senior Marketing Manager: Genna Duff
Assistant Brand Manager: Sophie Smart
Agency: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Brett Colliver, Mike Felix
Chief Planning Officer: Rupert Price
Lead Business Partner: Kate Lines
Senior Business Director: Haylee Killip
Senior Business Manager: Fran Schnackenberg
Executive Producer: Judy Thompson
Lead Integrated Producer: Claire Colohan
Integrated Producer: Amanda Summersby
Managing Director Production: Liz Knox
Head of Digital Delivery: Johannes Gertz
Head of Digital Design: Dean Pomfrett
Designer: Tess Costil
Lead Front End Developer: Danillo Castilho
Senior Full Stack Developer: Lucas Santos
Interactive Designer: Mike McMillan
Production Company: Eight
Managing Director/Executive Producer: Katie Millington
Executive Producer: Claire Kelly
Director: Jamie Lawrence
DOP: John Toon
Editor: Alex O’Shaughnessy / Ben Chesters / Nathan Pickles
Casting: Kate McGill
Production Designer: Neville Stevenson
Costume Designer: Amanda Neale
Post House: Toybox
Composer: Cam Ballantyne, Beatworms
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