The Ontario Lottery and Gaming Corporation (OLG) is looking for a big way to promote big game play changes to Lotto 6/49.
The first creative in the new “Find Your Possible” platform features a young couple transfixed by the beauty of the great outdoors, a move that ties the lottery game to experiences, rather than materialistic pursuits. This is part of an effort to make the lottery brand resonate with a younger target that values the financial freedom to pursue such experiences, rather than buying physical things.
Yvonne Leung, director of marketing communications for OLG, tells strategy it has always explored the joy of Lotto 6/49, but now it’s leaning more into possibilities and freedom. She says OLG had a long, successful run with its “Cloud 649″ campaign, but a few years ago decided to walk away from that, due to fatigue and to modernize the brand. With its 40th anniversary, it figured now was the time to opt for what it hopes is a longstanding brand platform.
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The platform also comes with some functional changes. Lotto 6/49 now gives players a chance to win two multi-million dollar prizes per ticket: the “classic” jackpot and new “Gold Ball” jackpot.
According to Leung, the organization sees “jackpot chasers” coming out to play at higher prize levels, but there is a core group of dedicated, weekly players it wants to better connect with. The strategic focus, she says, is to drive further play frequency among loyalists, rather than accumulate net-new players. That said, its target has typically always been slightly older and female skewed, and it is hoping to broaden that.
The game that’s introduced is more exciting and modernized she says, and should pay dividends with younger players as a result.
Because of new game changes, OLG also launched a teaser campaign two weeks before the official launch, both at point-of-sale at lottery retailers and large-scale digital OOH.
Campaign strategy and creative was developed by FCB, media by MediaCom and McCann.
There was a slight increase in spend, Leung says, and it looked for ways to drive budget efficiencies.
