When advertising becomes a lottery
You picked the right numbers, but lost your lottery ticket... what now? Lotto New Zealand hid the winning numbers in a commercial, drawing in viewers by the thousands.
A nightmare scenario: you win the lottery but lose your ticket. This is what happened in the commercial "Lost", which Lotto New Zealand released on June 21. In faraway Thailand, a flight attendant realizes that she has hit the jackpot - only to lose her ticket in a scooter accident. Back home, she tells her doctor the moving story.
The successful storytelling also appealed to New Zealand viewers: according to market research, "Lost" was the most popular commercial in the country in the weeks following its first broadcast.
But the film created by DDB New Zealand had much more to offer: Four weeks after its launch, the lottery company unveiled the big number hunt. Seven numbers are hidden in the story. Anyone who found them could enter them on a website and win 10,000 dollars or less.
Unsurprisingly, the campaign triggered a veritable search fever in New Zealand. Would you have found the numbers?
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