The campaign draws a parallel between the routine behaviour of the Mielie
lady - who has an uncanny knack for stirring up Mother Anderson's day with her cry of Mieleeeeees
; and the reaction that most of the nation would have to winning Mieeellions
of Rands in one of Lotto's guaranteed jackpot draws - i.e. screaming at the top of their lungs!
Gidani's generic Lotto campaign on Street Pole Ads flights permanently on 153 signs on major traffic routes across Johannesburg. Generic posters are replaced with specific creative to promote selected guaranteed jackpot draws. These draw-specific posters detail the date and jackpot amount of the particular draw; and flight 14 days before each Super Draw. Posters are once again replaced with generic campaign creative within three days of the draw taking place.
Sthembiso Sibiya, CEO of Tutu Communications (Lotto's media agency), explains that the generic Lotto campaign is essential for maintaining brand awareness and visibility; with draw-specific campaigns generating a definite increase in ticket sales for the guaranteed jackpot draws.
“Street Pole Ads are effective as they offer longer exposure and capture a bigger audience,” comments Sibiya. “The introduction of new yet familiar characters such as the Mielie
lady into the posters maintains the campaign as a ‘talkative topic' amongst our target audience.”
Draftfcb's Matthew Rowland (Executive Creative Director on the campaign) comments on the inclusion of this ‘true South African icon', saying that “We couldn't think of a better way of capturing a typical South African's reaction to winning the Lotto. In so doing we kept in line with the true wit of the character; and also portrayed the notion that it doesn't matter who, what or where you are - as a South African you can make all your dreams comes true with Lotto.”
To expose your brand to mieeellions
on The ADreach Group's innovative outdoor media products call 0860 OUTDOOR or visit www.adreach.co.za