Les publicités qui ont marqué le Québec

Project Description





Titre de la pub :
Lotto 6/49 reminds us that we can all be lucky

Sid Lee

Lotto 6/49 is one of Quebec’s most popular brands – but that hasn’t stopped sales from slowing down over the past ten years, especially among 18- to 35-year-old consumers.

The only way to reverse this sales curve was to increase the relevance of Lotto 6/49 among Quebecers – both younger and older. To do so, we needed to analyze their behavior, motivations, and aspirations to understand the differences that make them so unique. We needed to decode their relationship with happiness, the future, money, and the people around them. Without in-depth understanding of the local culture and values, we couldn’t truly understand their relationship with gambling and games like Lotto 6/49.

When it comes to happiness, we realized that young Quebecers do not want to rely on winning the lotte- ry to be happy – but although it’s not part of their ambitions, they would still welcome a lottery win with open arms. The “victim” aspect was also a determining factor in their relationship with the lottery. We discovered that they are afraid of failure, prefer to avoid risk, and tend to blame others for what happens to them, both individually and collectively. This type of behavior comes with pessimism and a belief that they could never win the lottery. This belief is all the more prominent among the younger population, who know the probabilities behind lottery games make them almost impossible to win.

But how could we convince Quebecers that luck could be on their side, when they simply did not believe in their chances of winning?

Our strategy aimed to restore their faith in luck, not by showing them what they could do with a jackpot, but instead, by highlighting incredible events in everyday life. We reminded Quebecers that luck can be part of their daily routine, that the most beautiful moments often happen by chance, and that these improbable, incredible, and positive experiences often end with the same conclusion: “You should buy a lottery ticket”, or even, “You should buy a 6/49”.

In 2016, an 8-point increase in Loto-Québec’s reputation score was attributed to our Lotto 6/49 cam- paign by Léger Marketing. Plus, for the first time in ten years, the proportion of 18- to 35-year-old players having bought a ticket in the last three months increased, reversing the downward trend of past years. The number of occasional and regular players also improved, with a record increase of 8%, going from 27% in 2015 to 35% in 2016.