Lotterywest Brings Saturdays Back to Life with Media-First ‘Saturday Switch-Up’
You know, there’s something nostalgic and genuinely special about Saturdays—and Lotterywest is tapping right into that golden feeling with their latest campaign. Let me tell you, this is more than just a rebrand—it’s a full-blown celebration of everything Saturdays used to mean, especially here in Western Australia. It’s called “The Saturday Switch-Up” , and trust me, it’s not your average lotto promo.
So here’s the story. Lotterywest, together with Initiative and creative agency 303 MullenLowe, decided to refresh the beloved Saturday Lotto brand with a campaign dubbed “Long Live Saturday.” This isn’t just about buying a ticket and hoping for the best—it’s about reclaiming joy, connection, and spontaneity. You know, the kind of weekend vibe we’ve all been craving.
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But they didn’t stop there. In a WA-first, Initiative pulled together a powerful three-way media partnership with JCDecaux (for outdoor), ARN (audio), and So Perth (digital content). It’s the first time in WA we’ve seen this level of cross-platform collaboration, and it’s all aimed at bringing this campaign to life in a big, bold way. The result? The Saturday Switch-Up competition—designed to inspire everyday Aussies to break out of the usual routine and rediscover their weekends.
And what a rollout it’s been. You’ve got ARN and 96FM not only hosting the competition on their Win Page but also turning up the volume with the campaign’s catchy brand anthem across the airwaves. JCDecaux is splashing it across large digital formats, timed perfectly with radio plugs, while smaller outdoor spots include QR codes to drive traffic straight to the competition page.
Meanwhile, So Perth is pushing weekly articles, EDMs, and social content—all showcasing fun, inspiring ways to make the most of your weekend. From unique experience prizes to cheeky activity ideas, it’s got that perfect local flavour.
Even more impressive is how this whole campaign isn’t just about marketing. Lotterywest continues to give back in huge ways. With every ticket sold, profits are returned to the community through grants. Just last year, over $87 million made its way back into WA’s hands thanks to Saturday Lotto players. Not to mention 44 Division One winners. That’s real impact.
So next time you think about Saturday Lotto, think beyond just the jackpot. Think about a community-driven movement to make Saturdays feel alive again. Whether it’s through a surprise weekend getaway, a once-in-a-lifetime experience, or simply being reminded of the magic that Saturdays hold—Lotterywest is helping us switch things up.
And hey, with an estimated $6 million Division One prize up for grabs, why not take a shot? After all, Long Live Saturday.
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