Loto Chile: You're Already a Millionaire

Loto, a Chilean lottery company, drove sales and distinguished itself from its competition running a campaign that appealed to the values and emotions of a wide audience.

Campaign details

Brand: LotoBrand owner: Polla Chilena de BeneficenciaAgency: Y&R Santiago, OMD SantiagoCountry: Chile

Executive summary

Loto faced an undifferentiated category that shared similar content and focused on highlighting the jackpot mechanic and the potential for material gain. In conforming to these conventions, Loto had lost the trust of contemporary Chileans, who value brands that have a purpose and give them experiences. Loto’s challenge was to find its identity, surpass conventional values, and in doing so, reconnect with people through emotions that transcend material wealth.

Through different scenes of everyday life, Loto’s campaign...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands