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Lotto Super 7

How do you re-launch a nearly identical product into a category without cannibalizing sales of your existing (and highly successful) entry? That was the challenge posed to TBWA\ by the BC Lottery Commission in 2002. TBWA\ responded by developing a strategy that clearly differentiated the underperforming Lotto Super 7 from its highly successful sibling, Lotto 6/49.

The agency summarized the Super 7 territory into a simple premise: Super 7 recaptured the essence of lottery play as frivolous, indulgent fun. With this core strategic thought, the creative opportunities seemed limitless. No scenario could be too outrageous - don't go on a vacation, buy a whole island and bring your friends! The direction became the "Shopping Channel for the Super Rich."

This year the campaign continues, but the ads go a step further. The ads depict an entire television network for the Super Rich, complete with newscasts, reality shows and adventure dramas. The station's motto: "If it's beyond most people's reach, it's on the Lotto Super 7 Network."

The initial Lotto Super 7 repositioning campaign launched in June 2002. Sales increased 81.5% over the previous year, a substantial increase in the player base of 69%, and a significant increase in BCLC's share of national Super 7 ticket sales. Dramatic increases were seen in net sales, brand awareness, advertising awareness and player participation. In addition, the campaign garnered top awards from across Canada and around the world, including a Cassie award last fall.

This year's creative launched on television, radio, outdoor and transit at the beginning of September.

TELEVISION

Dukes	Fright
News

RADIO

Money Tree	Pot of Gold
World Go Round

OUT OF HOME

Dukes of Windsor
Super 7 Kong	Wealthy Bunch