Lucky Lotteries translates meows into success in newly launched campaign via GPY&R Brisbane
GPY&R Brisbane and Lucky Lotteries from Tatts Group Lotteries have joined forces to give cat lovers the chance to win a real working cat translator, dubbed the Lucky Translator, as part of their latest campaign.
Leveraging Lucky the Cat himself, GPY&R Brisbane tapped into the 3.3 million pet owners across Australia, who were invited to create and submit their very own cat meme to the website www.LuckyTranslator.com.au for the chance to win.
The Lucky Translator is an electronic device triggered by combinations of frequency, volume and duration of a cat’s sound. When switched on, it uses a microphone to listen to ambient sounds and plays back one of eight pre-recorded “translations”.
Kirsten Read, senior brand manager, Lucky Lotteries said the Lucky Translator promotion received more than 3,500 entrants from around Australia throughout the campaign.
Says Read: “We approached GPY&R Brisbane as we wanted something different with our unique Lucky Lotteries brand. When we were presented with the Lucky Translator we knew that we were onto a winner.
“We’ve had an overwhelming response from cat lovers wanting to get their hands on their very own Lucky Translator, allowing us to reach feline friendly Australians from all walks of life.”
A suite of videos featuring cats going about their daily lives were created by GPY&R Brisbane to demonstrate what they could be thinking, all thanks to the Lucky Lotteries Lucky Translator.
Lucky Lotteries also engaged influencers with famous cats to trial the Lucky Translator for themselves with the likes of The Bachelor’s Lana Jeavons-Fellows and her cat Henri getting involved.
Client: Tatts Group Lotteries
Brand: Lucky Lotteries
Head of Demand Generation: Andrew Shepherd
Senior Brand Manager: Kirsten Read
Assistant Brand Manager: Kimberley Garner
Agency: GPY&R Brisbane
Executive Creative Director: Brendan Greaney
Senior Art Director: Andrew Leftley
Copywriter: Ashley Kennedy
Planner: Erin Core
Senior Account Director: Lucy Flower
Account Manager: Nick Foxcroft
Head of Production: Todd Williams
Retoucher: Santi Drane
Finished Artists: Jack Towers, David Fanning
Head of Digital: Clint Halket
Digital Producers: Jenny Hsu, Emma Hay
Designers: Jay Christie, Lee Pearce
Developers: Jake Pospischil, Tom Hughes
Producer: Sarah Ferrier
Editor: Griffin Englander
6 Comments
Looks familiar.
https://preview.happiness-brussels.com/2014/HB/cannes_2014_mirror/item_11987.html
Did you just rebrand this cat food ad with your lottery brand?
https://www.cnet.com/au/news/cat-collar-translates-meows-into-human-speech/
Sorry but that’s poor form. At minimum it’s embarrassing.
See you all at the pub.
Well done Leftley, this is great work.
Did Y&R just call themselves out for plagiarism
and Really??? isn’t good at understanding basic time lines.
That’s embarrassing. I’d be keeping this quiet rather than plastering it on the hate boards