ProLine This challenge was not a small one: Turn flat to declining sales around by attracting new users and increasing frequency among current players - and achieve this almost immediately to capitalize on the game's fast-approaching core selling period. Bensimon's solution was to position the product as the lottery for all sports fans, not just sports fanatics. The advertising addresses the negative perception that in-depth sports knowledge and expertise are required to play and win the game. And it does it in an enjoyable, entertaining and highly relevant way. Within six months of the campaign launch, the business showed an incredible turnaround: Sales for the entire ProLine franchise went from being in a state of consistent decline to an increase of 13% versus the same period a year ago.
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