The creative message was a photograph of a wallet wrapped around the pages of the newspaper, which when held, felt like a real wallet stuffed full of bank notes. We negotiated with the newspaper to print on the gutter of the paper, making the wallet appear real. A simple headline, printed on the wallet invited readers to grab the wallet and feel what it’s like to be rich by winning Lotto.

The cost of the wallet concept was less than that of a “normal” full page colour advertisement, however the innovative execution achieved incredible results with 1,343 ticket purchases on the day of publication contributing to the overall draw result of $19,788,853 which easily exceeded the $19M target.