Lotterywest rolls out reinvigorated Powerball brand platform and campaign via Marketforce

0000093020-0176711-Mt_Lawley_Subway_Sth-WA-01098661 (1).jpgLotterywest and Marketforce have unveiled a reinvigorated Powerball brand with a new advertising campaign that launched during an AFL match at Optus Stadium on Saturday 14 April.

Based on the core thought that there are 'multi-millionaire problems you'd like to have', Powerball's new brand platform will span all channels including social, digital, radio, outdoor, experiential, point of sale, TV and video.

Screen Shot 2018-05-16 at 7.41.11 am.jpgThe new branding was rolled out to complement new game features introduced to Powerball this month. A change to the game matrix and an additional prize division will help Powerball deliver bigger jackpots and more overall winners.

The stadium launch featured a spectacular, visual activation of eight giant helium balloons, operated by 16 performers and choreographed to music as they moved through space. The eight balls took to the pitch at half and three quarter time and represented the number of Lotto balls needed to take out the new Division One Powerball Prize Pool - seven winning numbers plus the Powerball.

Says Melissa Catenacci, A/senior brand officer - OZ Lotto and Powerball, Lotterywest: "The changes follow national research alongside other lotteries around Australia to enhance the features of Powerball that our players most enjoy - higher level jackpots and the chance to win a prize more often.

"The new brand identity reflects Powerball as our premium and biggest jackpotting Lotto game and drives differentiation within our game portfolios.

"After some years in hiatus, we hope this new Powerball brand will reconnect with West Australians in a relevant and engaging way that lives beyond a simple jackpot number.

The new Powerball campaign followed extensive consumer testing and features a range talented WA based actors.

Says Nicole Cikarela, general manager, client solutions, Marketforce: "Powerball is already the most readily recalled lottery game by West Australians.

"The challenge is to make it more attractive to play. We have capitalised on changes to the game play mechanic and prize structure to up-the-ante.

"With bigger jackpots and more overall winners, players will have bigger problems when they win! That being Powerball Problems."

Tickets into the new Powerball game are available from Lotterywest in-store, online or though the app.

Lotterywest remains one of the most unique lotteries in the world, where the proceeds of the sale of lottery products are returned not only to lottery winners, but also to the broader WA community.

Last financial year this totalled $440 million shared amongst WA winners and over $265 million given to support the WA community.