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

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