AD NAUSEAM; Meet Bob, the investment guru</br>

AdMedia,  Aug 17, 2004  

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Most readers by now will have noted the intriguing new look for Lotto coming out of Lowe. The television campaign that went to air at the beginning of this month could not be more different from what we've grown used to.The ads and the strategy behind the ads formed a major part of Lowe's pitch to the Lotteries Commission and would have played a significant role in the winning of the business - account director Judy Lewis and writer Mike Wilson say the ads are virtually unchanged since the pitch.

"It is strategy and creative working in partnership," says Wilson.In a nutshell, the campaign aims to build the belief that customers really can win. "The brand promise is, 'it could be you'," says Lewis. "And the 'what if?' is factored in."That 'what if' refers to the '3rd person' strategy, which turns on a series of fictional third person 'eternal optimists', the first of which is 'investment adviser Bob Kingsman', a likeable, increasingly unhinged rogue who tries to persuade 'this week's winners' to invest in his latest shonky scheme. Bob even has his own website, www.investmentguru.co.nz (which actually links to www.nzlotto.co.nz).After the initial flight of teasers, each tvc will run for only one week. And Film Construction director Perry Bradley has already shot 26 - the first six months' worth. It will be, Lowe believes, the first time such an intensive saturation has been achieved. "Already," says Wilson, "it's been an amazing journey."Lowe also plans to closer integrate each week's draw with the brand, with live footage from the draws cut into existing ads.The overall look & sound will carry through to the Lotto set, music, busbacks, websites, brochures and instore display - and outdoor & press ads, which will always appear in pairs that mirror the third person strategy (one ad for Lotto itself; the other with Bob and his successors pointing at the Lotto graphic).

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