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From “Rags to Super Riches”

From “Rags to Super Riches”. 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. Category Stagnation.

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From “Rags to Super Riches”

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  1. From “Rags to Super Riches”

  2. 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

  3. Category Stagnation • Overall category sales flat • Dollar switching between the two brands • Very few product “differentiators”

  4. 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

  5. How did we get to this state of confusion?

  6. 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%

  7. The Strategy Get light and lapsed Lotto 6/49 players to add Lotto Super 7 to their play habits by …

  8. … re-launching Lotto Super 7 as a distinct brand to Lotto 6/49

  9. Research – Account Planning

  10. 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

  11. 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)

  12. Creative

  13. 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 …

  14. … Lotto Super 7 was the game that needed to reignite the pure essence of big lotto games – frivolous, indulgent, fun.

  15. The Creative Brief “Lotto Super 7 let you live without the rules” Be … Bold, Mischievous and Fresh

  16. The Creative Idea “The Super Rich”

  17. The Creative Execution TV

  18. Launch Print

  19. Internet

  20. Did It Work?

  21. Sales • 81% increase in sales • Average spend up 5% • Transactions up by 69%

  22. Brand Awareness • Increased by 54%

  23. 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

  24. Since Launch • It’s still growing … • The brand is seen as “different” and “bolder” than Lotto 6/49 • Increased awareness and understanding

  25. We Made Some Mistakes

  26. Back on Track

  27. 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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