London International Awards
2022 Winners and Finalists
Regional Network of the Year: North America
FCB
Bronze
Ambient & Activation
Entertainment
Entrant: | FCB, Toronto |
Brand: | Lotto Max |
Title: | "Dream Drop" |
Corporate Name of Client: | Ontario Lottery and Gaming Corporation |
Media Agency Company: | MediaCom, Toronto |
PR Company: | Hill+Knowlton Strategies , Toronto |
Agency: | FCB , Toronto |
Global Creative Partner : | Danilo Boer |
Chief Creative Officer: | Nancy Crimi-Lamanna |
Executive Creative Directors: | Cuanan Cronwright/Leonardo Barbosa |
Associate Creative Directors: | Michael Morelli/Marty Hoefkes |
Senior Copywriter: | Michael Carey |
Copywriter: | Jon Dawe |
Art Director: | Jerry Yang |
Agency Chief Strategy Officer: | Shelley Brown |
Agency Brand Strategist: | Allie Lochhead |
Agency Strategy Director: | Meg Siegel |
Agency Account Executive: | Heather Hawke |
Agency Account Supervisor: | Jimmy Pun |
Agency Group Account Director: | Solo Gritskiv |
VP, Managing Director : | Tim Welsh |
VP, Client Services Lead : | Cynthia Roach |
Agency Company: | Mr. Saturday , Toronto |
Production Companies: | Common Good, Toronto/CRUEL, Toronto |
Post-Production Company: | Common Good, Toronto |
Music Production Company: | Grayson Music Group, Toronto |
Music Composer: | Dean Vision |
Music Lyricists: | Moël/Nasim Asgari/Dean Vision |
Music Performed By: | Moël |
Description:
And while the industry is showing growth, it is due to increased spending amongst existing, older players. Lottery is not bringing new players into the fold. If this trend is not addressed, the entire industry could face significant revenue declines.
The goal was to get adults under 35 interested in LOTTO MAX. We want them to see the brand as a viable entertainment option, relevant to their lives and interests. This was measured by:
• Affinity o Increase positive perception of the LOTTO MAX brand by 20% • Acquisition o 65% increase in online registrations • Sales o Sell out product in one week o 20% increase in ticket sales
THE ONE-LINE KEY INSIGHT: People under the age of 35 think three things of lottery: it’s for old people, it’s a waste of money and they’d be more likely to buy if they knew their money was going to a good cause.
THE ONE-LINE IDEA: We launched the world’s first fashion line that doubles as a wearable lottery ticket that also gives to charity, making it potentially the most valuable clothing line in the world.
THE PLAN: Look Like a Million Bucks… Announcing LOTTO MAX Dream Drop. We partnered with popular fashion designer Mr. Saturday to create the world’s first fashion line that is a wearable lottery ticket.
For $200, customers got a hoodie, pants, a coach jacket, or hat/sock/t-shirt combo, that turned them into walking brand ambassadors, and created FOMO for those who didn’t purchase.
…And Maybe Win it too Each item features a barcode that gives the purchaser a year’s worth of LOTTO MAX tickets, encouraging them to play and hopefully experience the thrill of winning up to $70 million. It could be the most valuable clothing line in the world.
Giving Back Our target is more likely to play if they know their money goes to a good cause. All profits from LOTTO MAX go back to the community, and proceeds from the clothing line are donated to BLACK HXOUSE, a charity that supports Black creators.
A New Era for Lotto Max The clothing line marks the first time LOTTO MAX has directly targeted this audience, the first time we’ve made the brand feel young and modern, and the first time anyone has turned clothing into a lottery ticket. Dropping Dream Drop We dropped our campaign in four phases: Tease (2 weeks) We paired designs with cryptic headlines to drive awareness of the Mr. Saturday partnership and launch date through social posts, OLV, bumpers, banners, influencers, press kits, and PR. Launch (1 week) We released the designs to the media. The launch was covered by fashion bloggers, influencers, and a Toronto Raptors NBA player modeled the clothing. Mr. Saturday alerted fans with emails and social posts.
Purchase (1 week) E-commerce opened, and we hosted a pop-up. People could see the clothing in person and crack a code on a giant vault to win apparel and a $1000 gift card. Amplify (1 week) After we quickly sold out, the digital vault launched. People could crack a code for a final chance to score the hottest item: the hoodie. Finally, we teased them with future Dream Drops, keeping our target engaged.
WHAT HAPPENED/RESULTS: Affinity • 40% increase in positive perception of the LOTTO MAX brand among those who saw our campaign, doubling our objective
Acquisition • 194% lift in account registrations, indicating intent for future online purchases and creating a 1:1 relationship with our target
Sales • Hoodies sold out in 11 min, 90% of the entire collection sold in 24 hours, and 100% within a week o Mr. Saturday doesn't typically sell 90% of a collection in a day. On average, only 50%-60% sell within a week of a collection release
And most importantly, this campaign got adults under 35 to play LOTTO MAX. • 200% lift in ticket sales over the first three weeks of our campaign
Dream Drop is a new way to play for a new generation of players. It changed the way young adults perceived the lottery and got them to play.