St John Lottery links prizes and purpose in new campaign

The campaign is running across television, radio, print, social and digital display. It is being rolled out nationally, excluding Western Australia.

St John Lottery has launched its Good Good campaign with Ogilvy and WPP Media, bringing the lottery's prizes and its community impact together in a social and advertising campaign running across Australia.

The campaign is built around the idea that entering the lottery can deliver two positive outcomes: the opportunity to win a prize and support for St John's community work. It marks the first campaign developed by Ogilvy since becoming St John Lottery's creative partner.

Campaign connects prizes with community impact

The launch film follows a St John Lottery winner enjoying his dream home alongside a St John volunteer. The volunteer highlights that the same lottery ticket that contributed to the winner's prize also helps fund St John's work in communities.

St John Lottery brings cause into advertising

Proceeds from the St John Lottery help fund St John Volunteers, community first aid, first aid training and community safety programmes.

Simon Gerathy, General Manager, St John Lottery: "Our new partnership with Ogilvy allowed us to land on an idea that supports the St John cause, while still selling the all-important dream of winning, immediately setting us apart from other lotteries. A good campaign that raises funds for the community work of St John is good. It's been a strong partnership from the outset."

Bridget Jung, Executive Creative Director, Ogilvy: "We wanted to step away from familiar lottery clichés and make the two reasons to enter impossible to miss. Putting a St John volunteer straight into the glamorous world of a lottery winner gave us a simple, charming way to do that. One represents the prize, one represents the cause, and together they give us a creative platform that can flex across every prize and community story."

www.stjohnlottery.com.au

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