RSL Art Union is a national charity raising money to assist organisations supporting Army, Airforce and Navy Veterans.
With ticket sales growing year-on-year, the RSL Art Union brand is synonymous with
prize home lotteries.
Keen to diversify the appeal of their brand, the RSL Art Union team developed a
$1 per-ticket lottery product that offered a split prize pool. Half of the prize pool goes
to the winner. The other half to RSL-supported charities.
The RSL Art Union Marketing team approached nextThursday for help developing
and promoting this new brand.
The balancing act required was not to cannibalise sales from the flagship.
The first project stage was the development of name territories reflecting the $1 ticket price point and the fact the prize was CASH – half of which goes to the winner – the other half to the RSL-supported charities.
The chosen name was WIN WIN, a suitably “retail” theme. The agency then developed
a range of visual treatments.
The final brand name, look and feel and messaging were combined.
The WIN WIN launch campaign assets were rolled out across paid social and re-targeted display digital formats. It was also promoted to existing RSL Art Union members via
a staged E-DM campaign.
Launching in February 2021, WIN WIN is drawn approximately every two weeks and is
at the time of writing up to its 9th draw with sales on an upwards trend.