Background & Context:

Our target of young adults (Ontarians 18-to 35-years-old) tend not to play the lottery, preferring to spend their discretionary dollars, for example, on fashion.1 In fact, they over-index on fashion by 9.3x compared to all other age groups. By focusing on fashion, we would be tapping into a passion that has potential to reach a 70% share of our audience.2 They are social spenders, valuing social experiences (and looking good at them) over all else.3

Our Dream Drop clothing line tackles LOTTO MAX’s three biggest barriers for our young adult target:

Isn’t Lottery for Old People?

Lottery can be perceived as a game for grandparents. This campaign partners with a popular fashion designer to modernize our brand.

Waste of Money

Our target would rather spend money on many things other than the lottery—especially fashion.

Giving Back

Our target is more likely to play if they know their money supports a cause. In fact, 83% of millennials demand that brands align with their values.4 All profits from LOTTO MAX go back to the community and proceeds from the clothing line are donated to BLACK HXOUSE – a nonprofit that supports BIPOC creators.

Solution and Execution:

With the vast majority of Millennials disengaged from the lottery, we needed to examine the lottery from their perspective to find meaningful insights. We uncovered several of their biggest passions—fashion, exclusivity, and altruism—and aligned them with the key pillars of our new campaign.

Look Like a Million Bucks…

We partnered with fashion designer Mr. Saturday to create the first clothing line that doubled as wearable lottery tickets.

…and Maybe Win It Too

Each item had a barcode for a year’s worth of LOTTO MAX tickets, encouraging purchasers to play and hopefully experience the thrill of winning up to $70 million.

A New Era for LOTTO MAX

This marked the first time we directly targeted this audience, the first time the brand felt this modern, and the first time clothing was turned into a lottery ticket.

Execution:

Dropping Dream Drop

The campaign had four phases:

Tease (2 weeks)

We teased designs to drive awareness of the partnership and launch date via social posts, OLV, bumpers, banners, influencers, press kits, and PR.

Launch (1 week)

We released full designs, garnering a range of earned coverage and a partnership with Gary Trent Jr. who modelled the clothing. Mr. Saturday alerted fans with digital tactics.

Purchase (1 week)

E-commerce opened and we hosted a pop-up. People could see the clothing and crack a code on a giant vault to win apparel or a $1000 gift card.

Amplify (1 week)

Upon selling out, a digital vault launched giving people a final chance to score the popular hoodie. We teased future Dream Drops, and donated all proceeds to BLACK HXOUSE, a charity supporting Black creators.

1. OLG sales data

2. Google Trends

3. Ypulse

4. 5WPR’s 2020 Consumer Culture Report