Play The Numbers You Know
A Victorian brand platform for Keno built on the numbers people already carry with them — three TVCs, cinema, BVOD and a 4% brand lift.
- Role
- Creative Direction / Team Lead
- Year
- 2021
- Disciplines
- Campaign · Brand · Content
In 2021, NewsAmp Creative and Commercial Content Production took on the challenge of crafting a standout campaign for Keno's Victorian market. The mission: a concept that resonated with locals and showed how numbers play a role in everyday life.
We brought it to life with three locally inspired brand ads that captured the essence of Victoria. The campaign generated millions of impressions and delivered a 4% brand lift (Kantar).
The TVCs ran in prime time on Channel 9 and 7, while digital extended reach through pre-roll, out-stream and BVOD. The work also hit the big screen through an exclusive cinema sponsorship for Top Gun: Maverick.
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Outcome
4% brand lift (Kantar). Millions of impressions across TV, cinema, BVOD and digital.
Credits
- Chris Connolly — Art Director
- Cameron Putt — Copywriter
- Julian Hartley — Copywriter
- Sarah Mury — Producer
- Shannan Kelly — Producer
- Rob Baxter — Animator
- Carl J Sorheim — Director, Guilty Productions