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Ontario Lottery and Gaming

Winning Feels

Objective

Build trust and inspire play.

Execution

The winning feeling is absolutely unique to each of us. We created an always on campaign that used real OLG lottery winners in fun experiments to try to replicate what those incredible moments felt like.

Value

Early research indicates a +142 recall score versus category norms. Strong recall and brand link, with strong motivation, also noted.

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Introducing the plus side of sports betting