To mark the launch of Lotto’s latest game, Play 3, DDB has created a trio of spots with a focus on “fun” things that come in threes.
The campaign offers a glimpse into the lives of three “lucky brothers”, who have found that their unique circumstances have led to even the simplest of games proving fun beyond their wildest dreams.
The three spots launched on TV last night. Drums, Trampoline, and Dancing introduce Play 3 to Kiwis and aim to bring to life the excitement of playing a simple game with three numbers.
DDB ECD Shane Bradnick says: “Playing on a trampoline – fun. Playing the drums – fun. Playing a dance game – fun. However, playing as three people who are actually one person – even more, more fun.
“While most people say three’s a crowd, we say three’s a party. A simple and yes, fun way to launch a game that is called Play 3.”
Play 3 gives players the chance to win prizes every day for just $1. All players need to do is pick a three-digit number and a play type and then try and match it to the winning number, drawn daily at 6pm.
With Play 3, there is no large jackpot to be shared. Instead it offers fixed prize payouts, with good odds of winning and a top prize of $500. Customers can choose any three-digit number to play, which may be guided by personal superstitions and circumstances. Favourite numbers are often linked to birthdays, anniversaries or house numbers.
Lotto head of brand & communications Kelly Millier said: “Us Kiwis like to have a bit of fun, and we think these commercials will make people smile and encourage them to give Play 3 a go.”
See all three spots here: youtube.com/user/NewZealandLotteries
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Art Director: Zac Lancaster
Copywriter: Tom Cunliffe
Group Business Director: Nikki McKelvie
Senior Account Manager: Katya Urlwin
Account Manager: Lizi Oldham
Head of Planning: Lucinda Sherborne
Executive Producer: Judy Thompson
Agency Producer: Rosie Grayson
Print Producer: Andy Robilliard
Head of Brand and Communications: Kelly Millier
Brand and Communications Manager: Genna Duff
Director: Glue Society – Matt Devine
Prod Co: Revolver
Producer: Alex Kember
DOP: Geoffrey Simpson
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