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Super 7

For Super 7, the "step brother" to the category leader Lotto 649, the challenge was to differentiate the brand and create a loyal, frequent player base.

Through research DDB uncovered an opportunity to target younger adults who were infrequent lottery players and considered "jackpot chasers." For these players, a Super 7 win was about greed, self-indulgence and immediate gratification whereas a 649 win was about caring and sharing. The psychological impact meant that huge jackpots would generate a reaction of being both overjoyed and overwhelmed. A win such as this would catapult them into a new superstar life in a big, fast way.

Borrowing on the notion that many of the super rich icons in popular culture have the luxury of personal assistants, DDB created a team of personal assistants who specialized in the needs of the newly rich. Thus, super heroes, "the Super Seven," were born. TV and radio focused on the special powers of three of the heroes - 2 Weeks Notice Man, Relaxo, and The Splurger.

The specialization of each of these heroes was derived from research on what people would do first if they won a jackpot. From there, DDB created a fully integrated campaign including small-space print ads with profiles of each character, P-O-S materials to remind consumers precisely where such impulse decisions were made, business cards for live character appearances, and a revamped huge winners cheque for photo opportunities.

Tracking studies showed that within two months of going on-air, past two month players (P2M) indexed 134 vs. a year ago. This meant Super 7 had passed the category leader, Lotto 649, for the first time. Unaided awareness also grew, indexing 120 vya. All of this despite the fact that media spending was down versus a year ago. Four months post launch, Super 7 again passed 649 on P2M players. And awareness reached a new all-time high.

Independent creative testing supported that the campaign was helping drive that performance. The "Super Heroes" campaign measured the strongest brand link Super 7 had seen at the launch of new creative.

TELEVISION

2 Weeks Notice	Relaxo
Splurger

PRINT

2 Weeks Notice	Cosmetica
Destinator	Jesse Streets
Professor Posh	The Splurger
Relaxo