From Marketing Mag
By Russ Martin
The Ontario Lottery and Gaming Corporation (OLG) is going court side with its new campaign. The OLG has added basketball wagering to its Pro-line sports platform and is promoting the addition with a new basketball-themed campaign.
Created by The Hive, the campaign launched last week in unison with the Toronto Raptors home opener against the Washington Wizards.
The campaign is anchored by a 30-second spot that shows a series of basketball fans decked out in Raptors’ red and black, cheering with their lottery tickets in hand. Pulling from basketball culture, the fans in the ad make what The Hive managing director Trent Fulton calls the “hold me back” motion—excitedly throwing an arm over a friend’s chest, just like court side players during big game moments.
The spot was filmed in part at Real Sports, the sports bar inside the Raptors’ home arena, the Air Canada Centre. It also features other nods to the local fandom, like the Peace Collective’s popular “Home Is Toronto” t-shirt.
“We didn’t want to seem like the odd guy out who didn’t get the game,” Fulton said, explaining the agency put creatives who were fans on the assignment and took inspiration from local basketball fans. “We wanted to give a nod that we both understand the games and the fans – the fan culture.”
See the full article at Marketing Mag.