CATEGORY: TV & social media
SERVICES: Strategy Conceptualisation, Concept Ideation, Story Boarding, Postproduction, Media Plan

Ithuba, is a brand giving South Africans an opportunity to change their lives through the National Lottery PowerBall.

Ithuba needed to raise awareness about an exciting new development, consumers could now purchase tickets from the comfort of their homes, online or on their banking app. Saving them time and money. Ithuba needed to implement an increased Powerball matrix successfully in the marketplace and reposition the PowerBall Brand as the DOMINATING premier life-changing jackpot game. Successfully making it easier than ever before to Pusha, Phanda, and Play!

We crafted a predominantly digital strategy driving players to play on their banking app. Informing consumers of the increased convenience that the National Lottery’s app or online service provides.

To bring awareness and push the convenience of winning, we created a television commercial (TVC) that highlighted the ease and the splendour of winning big! The TVC was crafted around the capaign messaging, Big Bucks, No Manga Manga!

To further cement Ithuba’s positioning as the dominating jackpot with the big bucks, we updated their look and feel, invigorating the creative positioning and messaging to be more inclusive and appealing to the target market.

R145 million, the highest-ever jackpot for Africa!

  • The campaign resulted in R145 million, which is the highest-ever jackpot for Africa.
  • R249 million in weekly sales, the highest ever weekly sales.
  • 6 million generated in PR value.
  • Ithuba enjoyed a 600% increase in player participation, from 2 million to over 13 million tickets per draw.
  • A 57% overall sustainable increase in PowerBall participation was also recorded.


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