OLG reminds Ontarians it’s here for them

How the lottery co is using its Pan Am sponsorship to remind the province of all the good it does.

The Ontario Lottery and Gaming Corporation (OLG) wants to remind Ontarians that lottery winners aren’t the only ones benefitting from its games and tickets, with a new campaign focused on the good it does in the province.

Earlier this week, OLG celebrated the 40th anniversary of Wintario, the province’s first provincial lottery game. Money gained through Wintario, and now OLG, is invested back into things like amateur sports programs, healthcare and infrastructure, but that’s something that consumer research revealed many Ontarians (particularly millennials) don’t actually know, says Jeff Corcoran, executive director of corporate marketing at OLG.

“It’s an organization people know, but don’t understand,” adds Trent Fulton, partner and managing director at The Hive, which has created a new campaign centred on the good that OLG has been doing in the province for decades.

The brand has tied its new campaign to the 2015 Pan Am/Parapan Am Games, of which it’s a presenting sponsor for the upcoming torch relay. A new TV spot, the centrepiece of the campaign officially launching Monday, provided the “perfect metaphor” for showing how the organization’s work is echoed in Ontario communities, says Simon Creet, CCO at The Hive.

The 60-second “Pass it On” spot uses torch relay imagery and the tagline “All for Here” to show the various places where OLG money is invested back into the community. A series of online videos showcase the real spots in Ontario where the ad was shot, including a food bank, library and fire station, highlighting OLG’s investments in those areas. The spots also feature a giant yellow pin, meant to reinforce that OLG works “here.”

The TV spot and some of the online videos also show athletes who have been supported through OLG’s Quest for Gold program, including trampoline gymnast Rosie MacLennan and swimmer Zsofia Balazs. The athlete videos will run as pre-roll as part of OLG’s Pan Am advertising, and the rest of the videos will live on its YouTube page and website.

The Hive worked with design agency Jacknife on the “All for Here” badge treatment used in the videos, print advertising and social media. ZenithOptimedia took on the media buy for the campaign. OLG will also be using the badge imagery and yellow pin in experiential components during the torch relay events, led by TrojanOne.