2023 Winner

CASE SUMMARY

The lottery industry is rapidly evolving with a focus on innovation, digital gaming, and technology. However, the player base is aging, with only 14% of players under the age of 35, compared to 29% of the population. As older players increase their spending, it is essential to grow the younger player base to avoid significant declines in the industry. The goal of the Dream Drop campaign was to attract young adults (18–35) to LOTTO MAX and make it a relevant entertainment option.

To achieve this goal, the campaign addressed the biggest barriers faced by young adults when it comes to playing the lottery. Firstly, the perception that lotteries are for older people. To counter this, the campaign partnered with a popular fashion designer, Mr. Saturday, to modernize the brand. Secondly, the perception that playing the lottery is a waste of money. To overcome this, the campaign created a clothing line that doubled as wearable lottery tickets, offering a chance to win up to $70 million. Lastly, the campaign highlighted the importance of giving back and
supporting a cause.

The campaign had four phases: Tease, Launch, Purchase, and Amplify. The Tease phase focused on driving awareness of the partnership and launch date via social media, influencers, and PR. In the Launch phase, the full designs were released, and Gary Trent Jr. modelled the clothing. In the Purchase phase, e-commerce opened, and a pop-up shop was hosted where people could crack a code on a giant vault to win apparel or a $1000 gift card. Finally, in the Amplify phase, a digital vault launched giving people a final chance to score the popular hoodie, with proceeds donated to BLACK HXOUSE, a charity supporting Black creators.

The Dream Drop campaign was a resounding success, achieving significant results across all three key performance indicators. Affinity saw a +40% positive perception of the LOTTO MAX brand among those exposed. Acquisition saw a +194% account registrations, indicating future purchase intent and creating 1:1 relationships. Sales saw the hoodies sell out in just 11 minutes, with 90% of the collection sold within 24 hours, and 100% within a week. Most importantly, the campaign encouraged young adults to play, with a +200% increase in ticket sales over the first
three weeks.

Overall, the Dream Drop campaign changed the way many young adults perceived the lottery and encouraged play, making it a new way to play for a new generation of players. It marked the first time that the LOTTO MAX brand felt modern and directly targeted this audience, making it a relevant entertainment option.

Credits

Agency: FCB Canada
Nancy Crimi-Lamanna: CCO
Cuanan Cronwright: ECD
Leonardo Barbosa: ECD
Michael Morelli: ACD
Marty Hoefkes: ACD
Jerry Yang: Art Director
Michael Carey: Sr Copywriter
Jon Dawe: Copywriter
Shelley Brown: CSO
Meg Siegel: Strategy Director
Allie Lochhead: Strategist
Adriana Laborde: Sr Producer
Tim Welsh: VP Managing Director
Cynthia Roach: VP Client Services Lead
Solo Gritskiv: GAD
Jimmy Pun: Account Supervisor

Agency: Mr. Saturday
Joey Gollish: Creative Director
J. Derek Brenzel: Director of Operations & Marketing
Lucas Macrae: Designer/Production Manager

Production: Common Good
Christo Anesti: Director
Jamie Webster: Co-Director
Farrah Khaled: Producer
Stefani Kouveranios: Exec Producer
Dwight Phipps: Exec Producer

Production: Cruel
Karl Bechmann: Managing Director
Mac Siwocha: Studio Director
Dom Lisi: Creative Director
Julia Cherry: Account Manager
Justin Nahhas: Art Director
Rachael Wilson: Producer

Post-production: Common Good
Ainslie Thomas: Post Producer
Red Barbaza: Editor
Mikka Quinsac: Assist Editor

Audio: Dean Vision
Moël, Nasim Asgari, Dean Vision: Music writers
Moël: Singer
Dean Vision: Producer

Audio: Grayson
Kelly McCluskey: Exec Producer
Brian Bernard: Sound Engineer

Media Agency: MediaCom
Sandra Hayes: Group Account Director
Shirley Zheng: Account Manager
Jason Lagance: Sr Media Exec
Jamie Ellis: Media Exec
Alexander Widerszpil: Account Manager Paid Social
Michelle Li: Sr. Programmatic Manager
Noyan Hilmi: Associate Director Media Partnerships

PR Agency: H+K
Genna Schnurbach: VP
Samantha Kay: VP Lead Content+Publishing Digital Planning
Michelle Reagan: VP Creative Strategy
Aimee Legault: Sr Director Influencer Marketing
Margaret O’Donoghue: Sr Consultant
Maryann Nasello: Sr Consultant