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BBDO CHILE, Santiago / LOTO / 2023
Awards:
Overview
Credits
Overview
Background:
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.
Describe the Impact:
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 has access to the papers, so it became the perfect medium to change a behavior caused by people’s lack of trust.
By printing 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 print campaign, brand awareness grew by 5 points, compared to last year’s same period.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Loto is a highly popular brand in Chile, and throughout its history in our country, it has successfully invited us to believe in luck. However, luck is a concept that has lost its power lately and, as a consequence, Chilean people stopped dreaming of the big jackpot as a plausible reality. That’s why this execution summarizes historical contexts of interest that demonstrate that the fact we are living in the present times means we are already lucky.
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