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Interactive
Lotto NZ: Imagine On Ice
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Last month, Lotto New Zealand left Kiwis in suspense, following a cliff-hanger ending to the latest iteration of its ‘Imagine’ series, On Ice. Now, Lotto NZ has revealed there is in fact an ending, but they won’t be giving it away easily – instead, it’s up to us to unlock it. Launched today, the next phase of the campaign by DDB Aotearoa New Zealand follows the story’s central theme of prolonged anticipation. New Zealanders are encouraged to head to the website (Didtheywin.co.nz) to discover how to unlock the ending and be in the draw to win a share of $50,000 worth of prizes. The interactive website allows people to explore the base where the four Antarctic researchers in the story spent the long winter – the difference is, now it’s the audience embarking on the research mission. Throughout the base, there are objects for people to interact with – some will help them unlock the ending, while others are items of interest that help paint a deeper picture of Antarctica. In addition to the main prize for unlocking the ending, there are four other prizes to be won, each based on the dreams of each of the characters in the story. This is the second time Lotto NZ and DDB Aotearoa have taken their highly anticipated campaigns beyond a single story through the integration of digital media. The previous iteration of Imagine, L05T, had audiences hunting for hidden Lotto numbers within the ad. This campaign takes the experience a step further, using the ad to lead Kiwis into an exciting digital experience.
Client credits: Lotto NZ Related |
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