Strategy Magazine - Cassies 2017
Entertainment / Culture / Leisure
Lotto 6/49 reigned supreme in Quebec until the introduction of Lotto Max in 2009. With prize guarantees of at least $10 million, Lotto Max heavily cannibalized sales from Lotto 6/49, particularly among younger players.
Millennials are a generation of “makers” who don’t rely on luck, even though they still believe in it. Loto-Québec decided to shift its focus from he jackpot to highlighting the role of luck in everyday life. Lotto 6/49 tapped into the expression “You should buy a lottery ticket”, used when a person is experiencing a run of good luck, to show millennials that life is full of lucky moments.
Strategy and Media Used:
Running in Quebec from September 2015 to April 2016, #youshouldplay649 ran across OOH as well as TV, radio, digital and social. Each communication platform featured a lucky moment and suggested that the viewer buy a Lotto 6/49 ticket. Copy included “I’ll take a 6/49” and #youshouldplay649.
The participation rate of 18-to 34-year-olds in Lotto 6/49 increased from 27% to 35%, driving a 10% increase in participation rate across the entire legal-age population. In 2016 the Lotto 6/49 campaign let to an 8-point increase to Loto-Québec’s reputation score.
Even though lottery sales are generally linked to jackpot size, the new Lotto 6/49 campaign significantly increased sales compared to the other provinces that promote the same lottery product.