Thinkfarm - Make Me A Winner | Someone has to be the lucky one

Make Me A Winner is Bauer Media’s competitions brand, where everyday people can win life-changing prizes. By putting the entrant at the centre of the proposition, we created a bold, confident identity and launch campaign that makes winning feel personal, exciting – and just a click away.

Make Me A Winner offers audiences the chance to win life-changing prizes for a small entry fee. While well-known among Bauer’s radio listeners, the brand had no visual identity or clear proposition to appeal to a wider audience. Its existing logo – a simple text mark – lacked distinctiveness, emotional pull, and, crucially in a competitive market, any supporting language to indicate the brand could be trusted. Thinkfarm was tasked with creating an identity that could elevate Make Me A Winner as Bauer’s master competitions brand.

Research confirmed that the Make Me A Winner name already outperformed Bauer’s over-arching competition brand, Win Happy, in recognition and recall. This led to Win Happy being retired, with Make Me A Winner newly positioned as the lead brand across Bauer’s portfolio. Expanding beyond a familiar radio audience created new challenges. Paid competitions rely on confidence at the point of entry, so the identity needed to feel established and credible, while capturing an excitement and optimism that would encourage entrants to ‘have a go’.

Services used

Making winning feel personal

A central insight shaped our thinking: while prizes are tangible, the heart of the competition is the entrant, with each entry being a personal moment. Someone hears the ad, sees a post, clicks the link, and imagines themselves as the winner. To reflect this, the word “ME” became the emotional and visual anchor of the brand, boldly positioning the entrant at the centre of the story. This focus is reinforced with the positioning line we developed: “Someone has to be the lucky one”. There must be a specific winner for every competition, and their life could genuinely change as a result. The launch campaign brought this idea to life through photography of winning entrants at the moment they discover their prize – unfiltered reactions of shock, joy, and disbelief – to reinforce the emotional truth of the brand: winning happens to ordinary people, just like you and me.

“Thinkfarm see the big picture – and the detailed one.

“They invest time in understanding our business issues and help us define the objectives of a whole branding exercise, because they know how our broad consumer audiences think. And of course, they help write the language and create the visuals for the change we need to make, from core identity to fully executed campaign delivery.

“But more than that, they follow through with clarity and precision – on deliverables as intricate as digital marketing, eCRM and web commerce systems – so that our in-house teams can know that the new branding scheme will work in practice.”

Nick Button, Brand Marketing Director, Bauer Media Audio