OLG: Winners Around Every Corner

Ontario Lottery and Gaming


  • Brand Positioning
  • Video Campaign
  • Lottery
  • Strategy Development

Across the Province, from backcountry corner stores to inner city mini-marts, people are winning the lottery. Our campaign strategy was to show Ontario this proof in the form of stories. From tear jerkers to knee slappers, the stories covered a range of emotion. We created (and cast) an OLG Lottery host to ensure stories from real people, would resonate and be fun to watch. We set out to find relatable yet captivating lottery winners. Across geographies, ages, ethnicities, lottery games and prize amounts, the individuals profiled would show Ontarians that there really are Winners Around Every Corner.

An August 2018 ROMI Project report attributed investment in Winners marketing as contributing to 1% of OLG Lottery revenue uplift in FY18, an incremental revenue of over $39M.

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