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Ontario Lottery and Gaming

OLG Winners

Winning the lottery happens each and every day across the province, but most Ontarians had no idea. We needed to address this and make winning feel more real. Our OLG Winners campaign has told hundreds of winning stories on TV, radio, online and social. These relatable, powerful, emotional and sometimes funny stories feature wins between $1,000 and $35,000,000 and have reminded everyone across the province that dreams really are coming true.

Objective

To make lottery play a valuable proposition for the next generation of OLG players.

Execution

A series of waves of content demonstrating that lottery play is generating real winners all across the province and that winners are using the money to do exciting, important and often selfless things. Plus a sponsorship of Ontario NHL & NBA sports teams to help bring to life the winning feeling.

Value

Higher Brand Love. Higher Brand Relevance. Added 1% in incremental Lottery revenue in one year.

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Values
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HnNy Production