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Placing coins in slots and scratching cards is simply not exciting enough for millennials who want engaging and Instagrammable experiences.
On the flip side, millennials do believe the world is full of luck and serendipity, she says.
But, in 2012, its already-existing Lotto 6/49 product introduced a guarantee of a 1 million prize each week in the hopes of dispelling the notion that it is impossible to win a major jackpot.
Working with Sid Lee, Loto-Québec decided to re-orient its flagship lottery in the hopes of attracting a younger audience.With nearly 100 pieces of OOH, video and experiential creative and a media buy from Cossette, Loto-Québec has been blanketing the market for the past two years.An example of this approach can be pickering bingo times seen in the recently released.Agence: Sid Lee, direction de création exécutive: Alex Bernier.Insight for the new creative stemmed from the problem itself.During her tenure, she admits having noticed a lack of communication between departments.Finally, to maximize ad dollars, the org is shifting its spend toward more real-life stunts and unique experiences (like winning trips to exotic locations or must-see hockey games, rather than dollar prizes) that can then be filmed and seeded online.Nous avons même utilisé le comédien Julien Poulin comme annonceur explique Janie Thériault, directrice, communications-marketing, de Loto-Québec.Launched to coincide with the eighth season of the popular AMC show, the scratch card has been in the works for 18 months.We havent been mobile-focused at all, but we recognize that gaming is something people enjoy doing on the subway, at home, in the office, she says.The master plan is reviewed quarterly as well to ensure that Loto-Québec doesnt miss the opportunity to be a part of those poker heat free chips link topical conversations.Direction de création: Christopher Jones, conception-rédaction: Mathieu Bouillon, Alexis Cadieux, direction artistique: Maxime Jenniss, Daniel Poirier.




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