303 Perth renews contract with Lotterywest
303 Perth’s long-running relationship with Lotterywest is set to continue, with the agency renewing its contract to provide strategy, creative and design services for at least the next 12 months, with an extension option.
Its work will focus on continuing to build distinctive brands across the Lotterywest portfolio, while highlighting Lotterywest’s unique position as the only State-owned and operated lottery in Australia, with all available profits returned to the community through Lotterywest grants.
303 Perth Chief Strategy Officer Matt Oakley (pictured), said: “For the past five years, 303 has worked closely with Lotterywest and their media partners to not just establish awareness of Lotterywest and its games, but create characters and campaigns that provide enduring platforms.
“The success of these has in turn also generated broader understanding about the scale and breadth of contribution that Lotterywest makes to the Western Australian community across the state. It’s been a true partnership – and one we are thrilled to continue.”
303 first began working for Lotterywest in 2021 following a competitive pitch. Since then, the team has developed countless campaigns for Lotterywest’s using memorable characters and distinctive campaign approaches, including OZ Lotto’s Sue and Glenn in ‘Hooray for the Lotterée’, custom-composed anthems for Long Live Saturdays, and even establishing the people’s champion in ‘That’s the Ticket’. The partnership has also extended to include Grant Storytelling, the new Millionaire Medley brand and most recently digital content and email automation strategy.
The most recent offering from the partnership is the next instalment of Set for Life’s ‘Linger on a win’. The new campaign builds on the existing brand platform ‘Winning is just the beginning’ continuing to celebrate the 20-year annuity prize, now newly improved with $200k upfront. The new campaign intercepts the constant pressure that many people feel around doing more with their time. ‘Linger on a win’ encourages people to slow down and really savour the moment.
Oakley added: “The work we’ve created in partnership with Lotterywest hasn’t just been about humour, quintessential Australian characters or emotional connections. They’ve been about creating long-term brand platforms that reflect Lotterywest’s position within the fabric of the WA community. We are proud of the incredible body of work we have developed over the past five years and look forward to building and expanding their brands even further in the future.”
Lotterywest’s Director, Marketing and Sales Jenny Cullen said: “With available profits from every Lotto ticket purchased going back to the WA community, we’re proud to bring this new Set for Life campaign to life. Together with our creative agency partner, 303, we’ve delivered some memorable campaigns and look forward to continuing to make a positive impact within the WA community.”
The contract renewal is effective immediately and follows continued expansion within the Perth agency. Proven industry leader Simon Lamplough was recently appointed Perth CEO, and the agency acquired Marketforce’s creative, digital and production capabilities as part of a new operating model designed to preserve local talent, client partnerships and creative capability in Western Australia.
It also adds to a raft of recent new business wins for 303 in Perth including Australian Cancer Research Foundation, Australia’s Biggest Morning Tea brand refresh for Cancer Council, and Melanoma Australia, while also being appointed to the WA Government CUA panel for Media Strategy and Buying.
303 is part of Attivo, a marketing services group with agencies in Australia, New Zealand and the U.S., including 303, Tonic, Farrimond, DNY and Hill Holliday.
Timeline of 303 and Lotterywest campaigns:
May 2022: Sue and Glenn, the loveable larrikin leads of a new OZ Lotto brand platform ‘Lotterée’, developed for Lotterywest are introduced. The first campaign launched by 303 after winning the account in 2021, it created a fame-building identity for OZ Lotto tied to the two loveable larrikins, and the quintessential Aussie spirit.
June 2022: In a campaign to increase awareness of its community grants program, Lotterywest and 303 launch ‘That’s the Ticket!’ featuring local comedian Dave Callan as the people’s champion. The humorous brand campaign featured Dave roaming the streets of WA in Lotterwest activewear, showcasing the good work that Lotterywest contributes to.
July 2022: Bringing a light-hearted joy to playing Lotto, the Winter Warrior campaign for the $30 Million Megadraw tapped into winter dreams of escaping to somewhere sunnier. The third campaign developed by 303 in as many months, it used song and dance to explore the euphoria and hope that buying a Megadraw ticket can create.
February 2023: Sue and Glenn return in a second phase of the OZ Lotto brand platform ‘Lotterée’, featuring the now-famous couple sharing their big OZ Lotto dreams.
May 2023: Powerballin’ – a quirky ode to the freedom feeling that a Powerball win could bring is launched. The campaign featured its own locally written and produced rap that was also launched as its own standalone track on local radio. The campaign later wins Best of Year awards in three categories at the 2024 Campaign Brief WA Creative Awards.
October 2023: Heart over head choices are featured in a Set for Life campaign created by 303 called ‘Winning is just the beginning’. It showcased the benefits of winning and the financial freedom it provides not just once – but 240 times over.
June 2024: To celebrate the launch of a new game ‘Millionaire Medley’, 303 launched a design-led, semi-animated campaign called ‘Possibility in your Pocket’. 303 created the game’s entire brand from the ground up.
January 2025: The Difference A Grant Makes – a new platform to deep dive into the grant recipients that benefit from Lotterywest’s support, and a celebration of the likes of Motion By The Ocean, Constable Care, Dolphin Discovery Centre, Dress for Success and SciTech.
May 2025: Lotterywest reclaims the weekend in a Saturday Lotto campaign called ‘Long Live Saturdays’. Developed by 303, it aimed to reposition Lotto as not just a game, but a guardian of the weekend spirit. It included a custom-composed song written as an anthem for players, and to strike an emotional chord with consumers.