Payday “Ned Buckle”
Off to a Good Start
Sales were flat, so the OLGC decided to launch PayDay, with advertising starting in may 2005.
PayDay had to deliver incremental to sales without cannibalizing Cash for Life.
This is how they managed it.
PayDay did not have the “jackpot power” of 6/49 and Super 7, but research showed opportunity for an on-line game with a top prize of $1,000 a week for life.
The only problem?
It’s the same prize offered by the instant game, Cash for Life.
Strategy & Insight:
How could PayDay be different from Cash for Life – which based its advertising on the “accumulation of stuff” (boats, additions, houses etc).
Research helped uncover an insight.
Winning the jackpot wouldn’t change who you are.
But you could splurge on things that would give you a more relaxed outlook on life – and importantly at work.
Meed Ned Buckle.
A Junior File Clerk.
A PayDay winner.
And still working.
He handles his good fortune by doing crazy things that will be fun for his co-workers, and he does it without any airs and graces.
TV, radio and out-of-home deliver the story.
By the six month mark, PayDay had accumulated over $27 million in sales.
This was 50% ahead of forecast, with virtually no impact on Cash for Life.
Seeing this, the BCLC has decided to launch the game, with an adapted version of the TV creative.
Cause & Effect:
Major lotteries do not sell themselves.
They have to catch the imagination.
With PayDay, advertising clearly helped make this happen.
Within a month of launch, advertising awareness was well above norm, and it stayed there through December 05.
Ad tracking also revealed a brand impact score in the top 10% of all the ads in the Ipsos-ASI database.