Loto-Québec: #YouShouldPlay649

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.

Loto-Québec: #YouShouldlay649

Agency: Sid Lee

Case overview

Lotto 6/49 has re-emerged as a culturally relevant brand after a decade of losing its pertinence, sales, and ability to engage with 18-34 year olds.

We dug into Millennials' philosophy of life and discovered their positive outlook on the future. The pivotal insight emerged when we put on our optimist millennial hat. The world became a place filled with luck. To stay true to the brand, we had to remain human and deeply rooted in Quebecers' culture. Our big idea: when luck strikes in everyday life, people often say: "You should buy...

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