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Click to edit Master title style From “Rags to Super Riches”
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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
• Overall category sales flat
• Dollar switching between the two brands
• Very few product “differentiators”
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
97/98
98/99
99/00
00/01
01/02
Super 7
6/49 Total Sales
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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?
