2023 Winner

CASE SUMMARY

The lottery industry is highly focused on innovation, digital gaming and technology. But its player base is aging out: only 14% of players are under the age of 35, compared to 29% of the population. The industry is growing due to older players increasing spending, but if it doesn’t start growing the younger player base, the entire category could face significant declines.

The goal was to get young adults (18–35) interested in Lotto Max. It wanted them to see it as a relevant entertainment option. Its goals were to increase affinity with a +20% positive perception of the Lotto Max brand, and increase acquisition with +65% online registrations sales, sell out product in one week and
increase +20% in ticket sales.

They tackled Lotto Max’s biggest barriers for young adults:

Isn’t Lottery for Old People?: Lottery can be perceived as a game for grandparents. This campaign partners with a popular fashion designer to modernize our brand.

Waste of Money: Their target would rather spend money on many things other than the lottery–especially fashion.

Giving Back: The target is more likely to play if they
know their money supports a cause.

Look Like a Million Bucks…
Lotto Max partnered with fashion designer Mr. Saturday to create the first clothing line that doubled as wearable lottery tickets.
…and Maybe Win It Too

Each item had a barcode for a year’s worth of Lotto Max tickets, encouraging purchasers to play and hopefully experience the thrill of winning up to $70 million.

New Era for Lotto Max: This marked the first time they directly targeted this audience, the first time the brand felt this modern, and the first-time clothing was turned into a lottery ticket.

The campaign had four phases:

Tease (2 weeks)
They teased designs to drive awareness of the partnership and launch date via social posts, OLV, bumpers, banners, influencers, press kits and PR.

Launch (1 week)
They released full designs, garnering a range of earned coverage and a partnership with Gary Trent Jr. who modelled the clothing. Mr. Saturday alerted fans
with digital tactics.

Purchase (1 week)
Ecommerce opened and they hosted a pop-up. People could see the clothing and crack a code on a giant vault to win apparel or a $1000 gift card.

Amplify (1 week)
Upon selling out, a digital vault launched giving people a final chance to score the popular hoodie. They teased future Dream Drops, and donated all proceeds to BLACK HXOUSE, a charity supporting Black creators.

Affinity increased by +40% positive perception of Lotto Max brand among those exposed. Acquisition increased by+194% account registrations, indicating future purchase intent and creating 1:1 relationships. Hoodies sold out in 11 minutes with 90% of the collection selling within 24 hours, and 100% within a week. Mr. Saturday typically sells 50–60% within a week. Most importantly, this campaign encouraged young adults to play, and the brand saw +200% ticket sales over the first three weeks.

Lotto Max Dream Drop is a new way to play for a new generation of players. It changed the way many young adults perceived the lottery and encouraged game play.

Credits

OLG
Kimberly Clark: VP, Lottery
Jenna LeBlanc: VP, Brand Management & Marketing
Yvonne Leung: Director, Marketing Communication
Rochelle K Menezes: Marketing Communication Manager
Melissa Finley: Senior Product Manager, Lotto Max

FCB Canada
Nancy Crimi-Lamanna: CCO
Cuanan Cronwright: ECD
Leonardo Barbosa: ECD
Michael Morelli: ACD
Marty Hoefkes: ACD
Jerry Yang: AD
Michael Carey: Sr CW
Jon Dawe: CW
Shelley Brown: CSO
Meg Siegel: Strategy Director
Allie Lochhead: Strategist
Adriana Laborde: Sr Producer
Tim Welsh: VP Managing Director
Cynthia Roach: VP Client Services Lead
Solo Gritskiv: GAD
Jimmy Pun: Account Supervisor

Mr. Saturday
Joey Gollish: Creative Director
J. Derek Brenzel: Director of Operations & Marketing
Lucas Macrae: Designer/Production Manager

Production: Common Good
Christo Anesti: Director
Jamie Webster: Co-Director
Farrah Khaled: Producer
Stefani Kouveranios: Exec Producer
Dwight Phipps: Exec Producer

Production: Cruel
Karl Bechmann: Managing Director
Mac Siwocha: Studio Director
Dom Lisi: Creative Director
Julia Cherry: Account Manager
Justin Nahhas: Art Director
Rachael Wilson: Producer

Post-production: Common Good
Ainslie Thomas: Post Producer
Red Barbaza: Editor
Mikka Quinsac: Assist Editor
Audio: Dean Vision
Moël, Nasim Asgari, Dean Vision: Music writers
Moël: Singer
Dean Vision: Producer

Audio: Grayson
Kelly McCluskey: Exec Producer
Brian Bernard: Sound Engineer

Media: MediaCom
Sandra Hayes: Group Account Director
Shirley Zheng: Account Manager
Jason Lagance: Sr Media Exec
Jamie Ellis: Media Exec
Alexander Widerszpil: Account Manager Paid Social
Michelle Li: Sr. Programmatic Manager
Noyan Hilmi: Associate Director Media Partnerships

PR: H+K
Genna Schnurbach: VP
Samantha Kay: VP Lead Content+Publishing Digital Planning
Michelle Reagan: VP Creative Strategy
Aimee Legault: Sr Director Influencer Marketing
Margaret O’Donoghue: Sr Consultant
Maryann Nasello: Sr Consultant