Powerball gets a new look with PHD, DDB and LUMO

Lotto NZ’s refreshed Powerball platform via PHD and DDB has been launched with a LUMO digital out of home campaign, utilising programmatic buying and dynamic creative optimisation – a first for the digital billboard network.

The dynamic creative build presented a suitable solution for Lotto NZ as it removed the need to create a suite of new specs each week as the Powerball jackpot grows. With this new system, the DOOH creatives update 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).

Jamie Snow, Head of Digital Design for LUMO Labs, says, more agencies are starting to realise the capabilities of DOOH.

“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.

“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 Rebekah Palmer, Associate Business Director at PHD Media.

Lotto NZ’s Head of Brand and Creative, Leah Neilson says they are “thrilled” to have partnered with LUMO.

“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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