PRO•LINE: Basketball Just Got Bigger

Ontario Lottery and Gaming

Creative

  • Social Media
  • Print
  • Partnership
  • OOH
  • Creative Campaign

The desire for a heightened basketball experience among passionate, young basketball fans has almost no limits. This insight led to the idea that when you have a PRO•LINE ticket in your hand every sports play feels bigger.

The PRO•LINE benefit came to life in different ways across the campaign. In television, we used a familiar piece of basketball culture to illustrate the unfamiliar feeling of playing PRO•LINE to our new players. A 30-second TV spot called “Hold Me Back” showed groups of friends celebrating the game in the same manner as professional basketball players celebrate their own game – holding each other back as they leap from the bench, or in our case the couch.

In OOH, online and social we showcased that every play this season will feel bigger with PRO•LINE using NBA-style players performing the game’s biggest and most exciting moves set against the green background of a PRO•LINE world.

OLG Ad Tracking campaign results indicated above norm results for ad recall and motivation, across younger players (60%), those in GTA (50%), and core (51%) players.

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