Background
Colin Anderson led the team in a strategic review of Lotteries Commission Western Australia, the Government entity responsible for selling lottery games and distributing the profits for the benefit of the Western Australian community. Their mission at the time was ‘to enhance the quality of life for Western Australians by maximizing funding and support of the community through excellence and integrity in the lottery and entertainment business’ – unfortunately this message was not being communicated effectively.

Challenge
As an organisation, Lotteries Commission recognized that there was a lack of connection between themselves and the community that they served. Though their gaming products enjoyed a high profile, like Lotto, few understood the benefits they provided, besides the ‘windfalls for individuals’.

Also, with increased pressure from the competitive environment from internet gaming and hard gambling, like the casino, there was a need to review their brand as an essential component of their long-term strategy. They had identified specific strengths and weaknesses in their brand and market research confirmed various issues, which needed to be addressed.

The challenge was therefore to broaden the understanding of the organization and bring relevance to the various stakeholder groups, breathing new life into their ‘true’, but not ‘compelling’ brand.

Solution
We needed to collaboratively develop the brand positioning around a brand promise that could be utilised as the catalyst for change, both within the organization and with external partners, including advertising and the retail environment.

The solution came from a series of workshop sessions, where we collectively identified that what the organization was about was the fulfilment of ‘dreams’; not just for individuals, that it was the dream of a life-changing windfall from a Lotto jackpot; but also for the 1,500 charity and not-for-profit organisations that they support - it was the dream of being able to make a real difference through their humanitarian efforts and activities – the twist in the communications messaging was that, even when you win, you can be giving, sharing and nurturing.

We then took this premise and applied it to the brand architecture of the business, creating a synergy between how the Lotteries masterbrand connected into product brand like Lotto, Oz Lotto, Scratch-n-win, Powerball etc – the solution was a visual articulation of the strategy.

Changing the Name
With limitations in the current name, the corporate brand needed to be revitalised with a fresh name. Lotterywest was selected from a number of options (one of our favoured solutions was the name ‘DreamWest’).

Though Lotterywest was probably one of the most conservative solutions, it was selected with sensitivity to the machinery of Government and within the relevant policies and guidelines. Accountability was foremost in importance, under the scrutiny of the general public.

Key benefits
Managed expectations and clarified the nature of their organization.
Accelerated communication of strategy, both internally and externally.
Facilitated clear process for future decision-making about the Lotterywest brand.
Leveraged synergies, maximized impact and minimized waste.

Quotation from Client
“Lotteries Commission embarked on an ambitious project to develop a new brand for the Western Australian lottery. This rebranding had to embrace every element of this organisation’s activities; from our product advertising to the way lottery supported organisations and projects would be highlighted in the community.

Our guiding partners throughout this project were led by Colin Anderson. Colin personally led us through every stage of the rebranding process, from an exploration phase during which we investigated the brand attributes we wished to build upon, to their expression in a suite of new brand identities – both for our products and our organisation.

During the project Colin showed a rare and remarkable understanding of the art and science of branding. Colin’s energy, vision and passion combined with a sound and rigorous methodology were critical factors in the ultimate success of this high risk project. Colin can take a great deal of personal credit for the fact that the Lotterywest brand was last year named the second strongest Western Australian brand in an annual survey by WA Business News, that our network of outlets is being transformed as we implement the Lotterywest shopfit and that the link between games such as Lotto and Scratch’n’Win and our support for the community is far stronger in the minds of Western Australians than ever before.

We have benefited from Colin Anderson’s deep understanding of contemporary branding, his ability to communicate a vision and his energy to help an organisation build an enduring brand from first principles.”

ANDREW WALTON, Manager, Corporate Communications