From “Rags to Super Riches”
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The Magic Bullet
• Lotto Super 7 launched in Canada in 1994
and in 1998 in BC
Sales
• Since launch, sales of Lotto Super 7 had
been disappointing in BC
• Compared to other jurisdictions, BC’s Lotto
Super 7 was underperforming
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Category Stagnation
$300,000,000
$250,000,000
$200,000,000
$150,000,000
Super 7
6/49 Total Sales
$100,000,000
$50,000,000
$0
97
/9
8
98
/9
9
99
/0
0
00
/0
1
01
/0
2
• Overall category
sales flat
• Dollar switching
between the two
brands
• Very few product
“differentiators”
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Confusion
Image
• Most people didn’t know what Lotto Super 7
was … and those that did, didn’t like it
• Massive confusion … most people playing
Lotto Super 7 thought they were playing
Lotto 6/49
• Existing advertising not breaking through
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• How did we get to this state of confusion?
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Big Marketing Objectives
• Increase the sales of Lotto Super 7 by 20%
• Increase overall category sales
( i.e. avoid “dollar switching”)
• Increase brand awareness by 20%
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The Strategy
Get light and lapsed Lotto 6/49 players to
add Lotto Super 7 to their play habits by …
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… re-launching Lotto Super 7 as a distinct
brand to Lotto 6/49
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Research – Account Planning
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The Bad News
• Lotto 6/49 was by far the “preferred” brand
• Lotto Super 7 had low awareness, low
understanding and strong negative
associations
• Even the one product differentiator (bigger
jackpots) not enough to convince people to
try Lotto Super 7
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The (only) Good News
• Lotto Super 7 felt “younger and edgier” than
Lotto 6/49
• Larger jackpots did interest people (even if
they said it wouldn’t convince them to play)
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Creative
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Creative Strategy
• Strategy had to be based on the “product
truth” of larger jackpots, but needed more
• Lotto Super 7 needed a unique character
completely different from the “caring,
optimistic and trustworthy” Lotto 6/49
• Lotto 6/49 allowed you to treat your family
and make the sensible purchases …
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… Lotto Super 7 was the game
that needed to reignite the pure
essence of big lotto games –
frivolous, indulgent, fun.
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The Creative Brief
“Lotto Super 7 let you live without the rules”
Be … Bold, Mischievous and Fresh
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The Creative Idea
“The Super Rich”
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The Creative Execution
TV
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• Launch Print
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Internet
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Did It Work?
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Sales
• 81% increase in sales
• Average spend up 5%
• Transactions up by
69%
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Brand Awareness
•Increased by 54%
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Did It Work?
• Lotto Super 7 growth actually increased
sales of the overall category by 5%
• 6% of new players attracted to the category
• Cassie Award, Best of Show (Bessies and
Lotus) Gold Marketing Award
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Since Launch
• It’s still growing …
• The brand is seen as “different” and
“bolder” than Lotto 6/49
• Increased awareness and understanding
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We Made Some Mistakes
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Back on Track
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The challenges that lie ahead
• It’s a hard act to follow …
• Upcoming changes to Lotto 6/49 mean it’s
even more important to differentiate the
games by tone and character
• How long can you sustain the Home
Shopping Network execution before wear
out becomes an issue?
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