The Context
Oz lotteries current has 2 million + members who participate in their lotteries.
A case study with Oz Lotteries
Oz lotteries current has 2 million + members who participate in their lotteries.
Oz Lotteries needed to gain a better understanding of the customer, competitive landscape today and into the future with a positioning that is scalable and differentiated.
A mixed Qual and Quant study was undertaken. Comprising of 3 category led focus groups with high frequency, medium frequency and non-lottery players, followed by 3 co-creation groups. 30 pieces of stimulus were created to help create the brand future
A 20 minute online survey helped to validate category findings and brand direction
Category insights were generated aimed to grow a winning brand and differentiate against key competitors.
A clear positioning opportunity was co-created with lottery players to ensure the brand positioning was relevant, differentiated and motivating
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