The Ontario Lottery and Gaming Corporation (OLG) is aiming to get people excited to play its raffle-style game series.
“Merry Millions,” by Taxi, is part of the OLG’s new “Guaranteed Jackpots” series, where winners are guaranteed at every draw. Launched this month, “Merry Millions” features three $1 million top prizes and three $50,000 early-bird prizes.
“As OLG continues to revolutionize lottery play, games like “Merry Millions” are meant to attract new, diverse audiences,” says Maxine Chapman, VP of brand and marketing officer at OLG.
The campaign introduces ambassador and host Jacky P, whose personality is meant to inject energy into the series and set a tone of fun and anticipation for players. The moniker ‘Jacky P’ is a play on the word ‘jackpot.’
“We knew that we had a new series of fun games with guaranteed winners, so we wanted a fun series of work to reflect that,” says Frank Macera, executive creative director at Taxi. “The idea of a spokesperson, Jacky P, brought some personality and entertainment to the message and she gives us a great asset to make all the work for all of these games feel fun and exciting.”
Macera says additional “Guaranteed Jackpots” games may come with some social or cultural relevance, just as “Merry Millions” aligns with the holiday season.
The campaign runs until January 9, with 500,000 tickets available during this time.
The effort is rolling out across TV, OOH – including digital OOH – and social media.
EssenceMediacom handled media.
The campaign follows OLG’s recent work with agency partner The Hive earlier this month on the “You Play You” campaign that promoted playing wagering games in casual, everyday scenarios. It also followed Taxi’s previous work with OLG earlier this year on the “Cash For Life” instant lottery that celebrated more modest prizes with its ‘Thousandaires Club.’