Lotto New Zealand turns ad into lotto ticket
In the summer of 2019, DDB New Zealand and Lotto NZ released an exciting lottery spot in which a flight attendant loses her winning lottery ticket. Little did New Zealanders know, the spot would soon be revealed to be a lottery ticket itself, worth upwards of $10,000.
A month after releasing the TV spot, entitled ‘Lost,’ the agency revealed that the ad was actually a lottery ticket itself, the first of its kind. Online chaos ensued as Kiwis across the nation clicked frame-by-frame through the spot, looking for clues. With prompts from Lotto NZ, New Zealanders inched closer to finding the winning numbers. Thousands of Kiwis spent 872 days of combined time on the site searching for the lost numbers – and 53,000 people succeeded in finding seven numbers.