Nobody wants to win money just for the sake of winning money. People want to win in order to do something, see something, buy something, go somewhere, or make a difference to their world. Everybody has one thing they want to do… and the Lottery gives them an opportunity to keep that dream alive.

We needed to speak to the heart of what really matters to people; to the reason they play the Lottery at all – that one thing they care about. So, the idea was to find out what everyone's 'one thing' is.

To get them to do that, we created a nationwide Dream Census that asked thousands and thousands of South Africans to share their ‘one thing’, their one dream.

Across 96 national events and through The Dream Census website where people could share their one thing virtually, we gathered over a quarter of a million dreams.

Instead of us telling people what to play for, they were telling themselves. Their real dreams became the heart of our campaign.

People’s dreams gathered through the Dream Census became our content. Their 'one thing' became our billboards, TV spots, radio ads, social posts, press ads, and continue to be used in all communications.

Real dreams made real content that got the country thinking about their one thing. And importantly, it got them playing for it week after week.

Within just 6 months, the integrated campaign of 12 mini documentaries, 26 TV ads, 67 radio spots, 92 outdoor executions, and much more, has helped the new National Lottery operator exceed the sales of it’s predecessor by leaving behind the bling, the riches, the clichés—instead giving people a real reason to play—their own reason. Their One Thing.

283% more Twitter engagement

225% more Facebook engagement

67% increase in page likes

13,5% increase in sales