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2019 GRAND SUSTAINED SUCCESS - SERVICES
CANADA
Lotto 6/49 Lotto 6/49 - Integrated year 3
RAN IN: Canada
CLIENT
Loto-Québec
Marie-Claudel Lalonde, Director of Strategy & Marketing Communications Janie Thériault, Director, Communication & Marketing Zoé Doucet, Project manager
Alex Bernier, Executive creative director Marianne Brault, social media manager Alexis Cadieu, Writter Julien Roub-Charland, Creative technologist Zachary Labrosse-Rémillard, Creative technologist Christopher Jones, Creative Director Alexandre Pellerin, Art Director Quentin Fachon, Writer Noémie Martin, Account Services Jenny Pham, Account services France Wong, VP, Account services Saskia Von Lignau, Producer
SId Lee média
Frederic Lanteigne, Media Strategist Emily McAllister, Media Strategist
Gorditos
Nicolas Monette, Director Claude-Antoine Guibord, Editor Véronique Poulin, Producer
BLVD
Québecor
SUMMARY
If you can’t change the game, change how it’s played. In only three years, Lotto 6/49 turned its equity as a losing game into acts of celebration for everyday victories in life. By shifting the reason why people should play Lotto 6/49 and turning everyday moments of luck into purchase occasions, the campaign reverted decades of declining sales among Millennials in the industry. Today, the tagline You should play 6/49 is used daily by Quebecers, a saying that ensures the lottery's relevance and ticket purchases for years to come.
