ProLine

Campaign for Pro.Line sports lottery game. Need to reverse a steady decline in sales.

ProLine

Executive Summary

ProLine is a straightforward case. It is not complicated by shifting market conditions, promotional initiatives, product innovations, or unusual competitive activity. Because it is so simple, it is an ideal demonstration of how consumer insight and breakthrough creative drive incremental sales. (1)

The Ontario Lottery & Gaming Corporation launched the first game in its sports lotteries franchise in 1992. The franchise quickly flourished, with exceptional growth until 1996/97, when sales started to stall. From that point on, sales were flat to declining. Given that there was to be virtually no change to the marketing mix, it...

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