Lotto Max 3.0
LOTTO MAX
Overview
How do you persuade skeptics to play the lottery? You challenge everything they believe in, using characters that are even more unbelievable than actually winning the lottery. Because if they’re real, then so are chances of winning if you buy a LOTTO MAX ticket.
The BELIEVE IT! campaign launches at the moment a convenience store customer notices a LOTTO MAX sign: ‘New $100,000 prizes!’ But he’s not the only one who has trouble believing that there are now more chances to win; unbelievable creatures, like an alien and a pegasus, are equally amazed by the news. Oh, and they’re actually real and in the store, too.
We took over the country with 8,000+ assets across TV, Radio, Print, Social, Digital, OOH, and street activations, all with one simple ask for players: to believe.
STATS:
- Sales up 18% versus comparable draws
- Digital sales up 28%
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