OLG goes beyond games

With its new platform, the corporation wants to remind people where the money goes.
OLG1

This story appears in the December/January 2016 issue of strategy.

The Ontario Lottery and Gaming Corporation (OLG) wants to remind Ontarians of the good it does with its “All For Here” platform.

As part of a campaign led by The Hive, OLG has been releasing short pre-roll videos spotlighting individual events, facilities, community organizations and athletes its programs support. Featuring everything from libraries and hospitals to skate parks and Winterlude, each one ends with a yellow-topped push pin, showing how the OLG’s funds work in communities every day.

In addition to print and OOH elements in smaller markets that feature local organizations, footage from the event videos is being brought together into one cinema spot airing during the holiday season.

“It’s an opportunity to tell a broader message and maybe get a little more emotion, because you have a captive audience sitting around, waiting to be entertained,” says Simon Creet, CCO at The Hive, of using cinema.

The new platform is built off OLG’s campaign around its sponsorship of this summer’s Pan Am Games, showing how the facilities it helped build would later be used by local communities. Creet points out that while Pan Am is a high-profile event, OLG also supports little things that are just as important to people’s lives “almost invisibly.”

“When we started talking about where the money goes from our Pan Am sponsorship, it seemed like a logical extension to remind Ontarians of where else in the province OLG’s money goes,” says Jeffrey Corcoran, executive director of marketing at OLG. He says most of its advertising in recent years has been around things like jackpot sizes and entertainment options, which may have led to fewer Ontarians knowing where the dollars go. “OLG was created to make sure the proceeds went to good causes and good outcomes for Ontario. We haven’t done ourselves justice when it comes to talking about what we do.”