Having successfully worked with The Signal Box at Centrebet where they helped reposition and differentiate the Centrebet brand in a very cluttered marketplace, they were my first choice when selecting an agency to launch Lottoland to the Australian market in a very tight time frame. The brief was to design a campaign that would disrupt the lottery industry in Australia, simplify our product and communicate it to the mass market while staying within the global brand guidelines. The launch campaign exceeded our expectations across all metrics and most importantly, sales. The campaign became the bench mark for our global business and was replicated in many of our international markets. The Signal Box listen, question, understand and deliver.

Luke Brill

What we did:

  • Creative Direction
  • Campaign Strategy  
  • Scriptwriting
  • Studio Production
  • Television Commercial Production
  • Post-Production
  • Graphics Development
  • Distribution

For Lottoland, Australia’s largest synthetic lottery, we had the challenge of changing Australia’s long held affinity for local lotteries and educating consumers on the rewards of betting on international lotteries online.

The largest Jackpot being $1.5 Billion.

Lottoland Animating Logo Gif



These were the four pillars of our creative.

So we took one sweet little old lady in a local newsagent and threw in the incentive of $100’s of millions.

After its success a further two campaigns ensued leading to us crafting the Lottoland strapline “Dream Bigger”.

Dream Bigger World Millions, $50 Million Graphic
Lottoland Lift Ad TVC Campaign 3, final frame.


Over three TVC campaigns we delivered a multitude of shooting environments to match the Lottoland brand. 

The Signal Box delivered production on all three of the campaigns; from the location shoot to final video delivery.

This involved delivering casting, location scouting, shooting, lighting, audio, make-up artists… the works.

From there we knuckled down in the editing suite, creating WIP edits, colour grade, VFX, sound mix, and graphic design: which created the final TVC edits.

Finally each TVC variation, including different jackpot amounts, were uploaded to receive CAD approval before being broadcasted, distributed via MCN Foxtel, Seven, Regional Seven, Nine, and Ten.


With an outstanding bullseye, our campaign was directly attributed to an increase in Lottoland membership by 300%.

Lottoland’s customer base also shifted to an older and more profitable demographic.

The campaign was featured on The ABC’s Gruen Transfer, roundly commended for the strategic creative choices and advertising skills on display.

Furthermore the campaign was successfully rolled out internationally, across the Lottoland European regions.

Keno 24/7
US Power
Euro Millions
El Gordo