from “rags to super riches”
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/1.jpg)
Click to edit Master title style
From “Rags to Super Riches”
![Page 2: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/2.jpg)
Click to edit Master title style
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
![Page 3: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/3.jpg)
Click to edit Master title style
Category Stagnation
• Overall category sales flat
• Dollar switching between the two brands
• Very few product “differentiators”
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
97/98
98/99
99/00
00/01
01/02
Super 7
6/49 Total Sales
![Page 4: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/4.jpg)
Click to edit Master title style
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
![Page 5: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/5.jpg)
Click to edit Master title style
• How did we get to this state of confusion?
![Page 6: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/6.jpg)
Click to edit Master title style
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%
![Page 7: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/7.jpg)
Click to edit Master title style
The Strategy
Get light and lapsed Lotto 6/49 players to add Lotto Super 7 to their play habits by …
![Page 8: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/8.jpg)
Click to edit Master title style
… re-launching Lotto Super 7 as a distinct brand to Lotto 6/49
![Page 9: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/9.jpg)
Click to edit Master title style
Research – Account Planning
![Page 10: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/10.jpg)
Click to edit Master title style
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
![Page 11: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/11.jpg)
Click to edit Master title style
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)
![Page 12: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/12.jpg)
Click to edit Master title style
Creative
![Page 13: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/13.jpg)
Click to edit Master title style
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 …
![Page 14: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/14.jpg)
Click to edit Master title style
… Lotto Super 7 was the game that needed to reignite the pure essence of big lotto games – frivolous, indulgent,
fun.
![Page 15: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/15.jpg)
Click to edit Master title style
The Creative Brief
“Lotto Super 7 let you live without the rules”
Be … Bold, Mischievous and Fresh
![Page 16: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/16.jpg)
Click to edit Master title style
The Creative Idea
“The Super Rich”
![Page 17: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/17.jpg)
Click to edit Master title style
The Creative Execution
TV
![Page 18: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/18.jpg)
Click to edit Master title style
• Launch Print
![Page 19: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/19.jpg)
Click to edit Master title style
Internet
![Page 20: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/20.jpg)
Click to edit Master title style
Did It Work?
![Page 21: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/21.jpg)
Click to edit Master title style
Sales• 81% increase in
sales• Average spend up
5%• Transactions up by
69%
![Page 22: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/22.jpg)
Click to edit Master title style
Brand Awareness
•Increased by 54%
![Page 23: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/23.jpg)
Click to edit Master title style
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
![Page 24: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/24.jpg)
Click to edit Master title style
Since Launch
• It’s still growing …• The brand is seen as “different” and
“bolder” than Lotto 6/49 • Increased awareness and
understanding
![Page 25: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/25.jpg)
Click to edit Master title style
We Made Some Mistakes
![Page 26: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/26.jpg)
Click to edit Master title style
Back on Track
![Page 27: From “Rags to Super Riches”](https://reader036.vdocuments.net/reader036/viewer/2022081504/56814c58550346895db97599/html5/thumbnails/27.jpg)
Click to edit Master title style
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?