The West Australian the sole state based Saturday paper in West Australia has a readership of over 950,000. It is a very thick paper with many liftouts, and given the pre Christmas period, we needed an advertisement that would cut through the clutter of the retail ads. Utilising the “wrap” approach in place of a normal full page advertisement gave the consumers an interactive ad that turned the idea of winning Lotto into something tangible.

Put Lotto high on the Christmas shopping list by giving them a taste of what it feels like to win Lotto at a time of the year when dreams of a better life take a back seat to giving to family and friends.

The cost of the wallet concept was less than that of a “normal” full page colour advertisement, however the innovative execution achieved incredible results with 1,343 ticket purchases on the day of publication contributing to the overall draw result of $19,788,853 which easily exceeded the $19M target.

The creative message was a photograph of a wallet wrapped around the pages of the newspaper, which when held, felt like a real wallet stuffed full of bank notes. We negotiated with the newspaper to print on the gutter of the paper, making the wallet appear real. A simple headline, printed on the wallet invited readers to grab the wallet and feel what it’s like to be rich by winning Lotto.

Christmas is a cluttered advertising environment as the retail sector fights for share of consumer spending. Lotto’s Christmas Megadraw event is promoted in amongst all this activity and competes head on. Lotto slips off the consideration set behind gifts. It must stand apart. Lotto players find it difficult to connect the “dream of winning” in the Megadraw event as message clutter increases. The “Lotto Wallet” media approach presents an unexpected idea, invites the consumer to interact and surprises with an actionable retail message. It takes advantage of a physical attribute of the medium – the thickness of the newspaper.