A new way to think about playing
OLG BRING HOME THE WIN
Overview
We created a new platform to reposition the way that Ontarians look at OLG gaming. And in doing so, we showed how every play is a winning one when 100% of profits go back to Ontario communities.
Relevance
- Reframed the way U35s think about playing.
- Emotionally resonated with audiences in TV/OLV.
- Executed high impact media takeovers.
- Successfully launched a new OLG platform.
Key Challenge
Losing is a huge barrier to playing with OLG – especially for the under 35 audience that OLG wanted increase relevance, favourability, and intent to purchase with.
Strategic platform
Convention:
Playing is driven by hopes of winning
Disruption:
Value the game – see the value of playing not just winning
Vision:
Bring hope and support to Ontario’s communities
Creative strategy
Take away “losing” and reframe how people think about playing to make everyone who plays feel like a winner.
The Results
81%
of the target felt the brand was relevant to them.
44%
of the target felt more favourably towards OLG after seeing our platform live.
41%
increased purchase consideration of OLG products.
72%
campaign recall among the under 35 target – the highest level ever for OLG.
19%
average increase in intent to play with OLG.
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