How Mater Prize Home Drove +11pt Brand Favorability Through Mindset Targeting and Drove Their Most Successful Lottery to Date

point increase in brand awareness among women 40-64

+10

point increase in brand favorability among lottery enthusiasts

+11

point increase in ad recall across the entire audience

Challenges

For the launch of Mater Prize Home lottery no. 325, the objective was to generate strong early awareness and drive traffic while building on the momentum of previous successful prize home campaigns.

The challenge was not simply reaching lottery players. Mater needed to connect with supporters in moments when they were most receptive to dreaming about lifestyle upgrades and aspirational purchases, turning awareness into qualified traffic and ultimately driving a stronger launch for Prize Home lottery no. 325. In a crowded lottery market where many brands compete for attention, creating an immediate emotional connection and building trust from the first interaction was critical to standing out.

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Methodology & Strategy

To help Mater launch its strongest Prize Home campaign yet, Mater Lotteries and Ripe Solutions partnered with GumGum to connect with consumers most likely to engage with the opportunity, not simply because they played lotteries, but because they were already in an aspirational mindset.

Using GumGum's Mindset Graph™, the campaign identified premium content environments where aspiration, inspiration, and future-focused thinking were already present. Combined with high-impact mobile formats, Mater was able to showcase the prize home in immersive ways that captured attention and encouraged consumers to learn more.

As an ongoing partner across multiple successful prize home campaigns, Mater has continued to leverage GumGum's contextual intelligence, attention insights, and creative expertise to refine its approach over time, helping maximize performance and drive increasingly impactful results with each campaign.

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Results

By combining mindset targeting with ongoing contextual, attention, and creative optimisation, Mater successfully expanded beyond traditional lottery audiences and connected with new high-value consumers. The campaign not only strengthened awareness and brand perception, but also contributed to Mater Prize Home lottery no. 325 becoming the most successful lottery campaign to date.

Importantly, the campaign revealed that younger affluent audiences aged 25-44 and women were particularly responsive, outperforming traditional audience assumptions across awareness, consideration, and engagement metrics. These insights provide Mater with a stronger understanding of where future growth opportunities exist, demonstrating how mindset-led targeting can deliver lasting marketing value beyond a single campaign.

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Finding Mater Prize Home’s Audience

Rather than focusing solely on traditional lottery audiences, GumGum identified the broader mindsets that naturally align with Mater Prize Home's offering.

The campaign uncovered valuable audience insights that extended beyond Mater's traditional lottery audience. Rather than relying solely on existing lottery interest, GumGum identified mindset-driven environments where consumers were naturally more receptive to the idea of winning a dream home.

Entertainment-focused environments, such as Movies, Drama, Rugby League drove strong engagement, while Travel content generated 59% greater attention, with additional boosts seen across categories including Home & Garden and Food & Drink.

These findings demonstrate that Mater's audience was not simply interested in lotteries. They were engaging most deeply when consuming content that reflected the lifestyle, experiences, and possibilities that winning a prize home could unlock.

Audience Engagement

To bring the dream home experience to life, Mater leveraged high-impact mobile formats including the eye-catching Velocity unit.

The creative encouraged users to explore the opportunity immediately, resulting in exceptional click-through performance throughout the campaign. The combination of immersive creative, strong visual storytelling, and relevant mindset alignment created an experience that felt less like an advertisement and more like an invitation to imagine a different future.

+10 point

increase in brand awareness among women 40-64

+11 point

increase in brand favorability among those interested in playing the lottery

+7 point

increase in ad recall across the entire audience

1.11%

CTR

9.75%

engagement rate

This campaign reinforced the value of combining audience insight, context and creative to drive more effective marketing outcomes. By reaching highly relevant consumers beyond traditional lottery audiences, we were able to strengthen awareness, favourability and engagement while staying true to the dream and purpose that resonate with Mater Prize Home supporters. The campaign contributed to the success of our largest Mater Prize Home campaign to date.

Alvaro Campuzano

Head of Digital Marketing, Lotteries, Mater Foundation