ITHUBA NATIONAL LOTTERY

For the pleasure of being a possible winner

THE PROBLEM

How do we develop a concept that will engage the audience to participate in the Ithuba Raffle contest?

Ithuba Holdings is The Notional Lottery operator. They are the number one lottery operators in South Africa and host numerous lottery operations. They host Lotto, PowerBall, SportStake, Daily Lotto, EAZiWin, and Raffle. Ithuba Holdings is the Notional Lottery operator in the country since 2015.

Since 2015, they have promised to invigorate the National Lottery offers. Hence they are seeking a way to engage and get more participants in these operations. They have increased their prizes and now they are looking for a message to convey to their current audience and aim to grow it. Specifically with the Raffle operation.

MAKE OF THE TEAM

Auryn Hiscock

Katelynn Motloung
Prince Bvuma

KEY GOAL

Develop a concept that will engage the audience to participate.

MY ROLE

I was the lead designer and concept developer.

I developed the concept for this project and designed all the visuals with the Ithuba CI guidelines. I research the previous campaigns that Ithuba had ran previously and observed a few insights from there. One key insight I learned was that the Raffle participants are very hopefully folks. I used that as one of my key insights to develop a concept that would meet the Ithuba Holdings goals.

With that, I used my technical and design skills to create visuals for this campaign. I used my Adobe Suite skills(Illustrator and Photoshop) to create key visuals for this campaign. Inconsideration of the Ithuba corporate identity they have in existence, I blended the concept developed with the CI to create a key visual and a few content pieces to demonstrate the concept.

UNDERSTANDING THE USER/ OBSERVATIONS

Who are the Raffle National Lottery players? These are dreamers who live their lives in a bowl of hope and full of numbered tickets

At least for the 10/15 seconds as they await the result/draw that can change their lives in a flash, they dream about all the possibilities. These are dreamers who live their lives in a bowl of hope and full of numbered tickets for a few seconds. Some have their lives turned around for the better only at a cost of a R5 ticket.

Even moreover, they are folks who don’t mind spending a little to anything just to buy their dream life or lifestyle of their dreams. All in hope of the one ticket that will be drawn and have on it the right numbers. The numbers that reflect the numbers of their ticket. The Numbers folks.

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THE CONCEPT

“iNombolo”

Directly translated, iNombolo is the Zulu term for “Number”. However, for different South African languages, the word number has a different meaning. To top it off, even when translated to a vernacular word, the word “number” still means something else when in certain places. It may be used to suggest that one is wearing incredibly stylish clothes if used in the slang and local context, it may also mean that one is doing well or is lucky in another.

With this concept, we want to give people a new meaning to the word “Number”. We want it to mean “winning” or “scoring” with RAFFLE 5. The wordplay also shines a light on how RAFFLE is a numbers game and also that a number isn’t just a number.

THE RATIONAL

In highlight of the diverse cultural stripes of the country, this concept is inclusives of all cultures, tribes, and all types of South Africans

This is a celebration of diversity in and amongst South Africans. A showcase of how different yet similar we are. This also highlights that winning is a language we all understand as well as love. “iNombolo” will play out to let people know that scoring is a s easy as picking a number and hoping for the best.

This kind of hope instilled in our target audience will not only drive ticket sales but also become a trendy way people can connect and interact.