Lotto NZ Launches new-look Powerball DOOH Campaign
To launch Lotto NZ’s refreshed Powerball platform, PHD and DDB have partnered withLUMO to deliver a DOOH campaign that utilises programmatic buying and dynamic creative optimisation (DCO). The first time this has been achieved on the digital billboard network.
The dynamic creative build presented a suitable solution for Lotto NZ – removing the need to recreate a suite of new specs and to schedule these each week. As the Powerball jackpot grows, the DOOH creative updates automatically, saving the need for 3,800 different pre built creatives to deliver any possible jackpot amount on LUMO’s network.
LUMO’s creative studio, LUMO Labs worked closely with DDB and Lotto NZ to build dynamic HTML creative that applies a live feed to update the upcoming draw’s prize amount, and when the draw is taking place (tonight, Wednesday and Saturday).
Says Jamie Snow, head of digital design for LUMO Labs: “We’re seeing more agencies start to realise the capabilities of DOOH and more problem solving is being applied to creative issues. Our LUMO Labs solution for this campaign has allowed Lotto NZ and our agency partners to deliver thousands of custom creatives; saving endless hours of iterations and creative resizing.”
PHD activated the buy via programmatic DOOH DSP, Hivestack, which has allowed them to target a wider pool of large format DOOH inventory, extending the reach to 47 LUMO screens across the five main mets.
Says Rebekah Palmer, associate business director at PHD Media: “In the past we have had to limit our buy to standard screen sizes due to the sheer volume of possible jackpot variations. Through this partnership with LUMO we have access to a wider pool of inventory, extending our reach and allowing us to be more flexible with our messaging.”
Says Leah Neilson, head of brand and creative, Lotto NZ: “We are thrilled to have partnered with LUMO and see our latest campaign come to life across premium digital OOH sites. The dynamic creative and programmatic approach has opened up opportunities that we didn’t think would be possible for a product that changes twice every week. The team at LUMO Labs made everything so easy and we can now adapt our media buy using a streamlined process.”
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