Loto is the most popular lottery brand in Chile. Several past generations have installed the habit of playing a Loto ticket on a weekly basis. However, during the past years, people’s trust in gambling and probability games, in general, has decreased. There are many reasons, including the rise in popularity of mathematicians and statisticians who create social media content about how unlikely it is to win the lottery. Also, Chile is the 3rd most institution-skeptical country in Latin America.

Loto asked us to increase their brand awareness with the objective of believing in luck again, and that’s how we created a concept that allowed us to reestablish the idea that living in these present times already makes us lucky winners.

This radio delivers a dynamic, intriguing, and colloquial script that tells us how lucky we are to live in the present times; with technology, breakthroughs, laws, and comforts that did not exist during earlier historical periods, such as marijuana legalization, dating apps, and advances in bioethics. As seconds go by, we discover different historical facts that, through comedy, persuade us to play the lottery, under the concept “You have a chance of winning because you already did. You’re lucky, play Loto.”

Is it possible to be optimistic in times like these? When we look at the history of mankind, we’ve never been better. We’re lucky to live in times like these.

And that’s the impact we wanted to make with this campaign. It had the objective to increase both brand awareness and lottery ticket purchases.

The whole country can listen to the radio, so it became the perfect medium to change a behavior caused by people’s lack of trust. (Chile is the 3rd most institution-skeptical Latin American country).

By airing this campaign, we increased ticket purchases by 8%, compared to last year’s same period. Considering this is an irrational purchase, this is evidence of a more positive vision.

Loto is the #1 lottery brand in Chile. That alone made this awareness-driven challenge more difficult. However, with this radio campaign, brand awareness grew by 5 points, compared to last year’s same period.