Ontario Lottery Goes for Gold for New Instant Ticket Campaign

TAXI is supporting a new advertising campaign for the Ontario Lottery and Gaming Corporation’s (OLG) first-of-its-kind $25 INSTANT GOLD PURSUIT ticket. 

OLG’s INSTANT GOLD PURSUIT combines the excitement of a scratch ticket with a unique twist on a classic lottery draw - the winning numbers have already been drawn and players experience the thrill of the hunt to find a ticket that matches those winning numbers, for a chance to win 50 top prizes of $100,000.  

To promote this innovative ticket, TAXI has transformed the routine convenience store visit into an adventurous quest through a gold mine in OLG's latest creative spot. 

Frank Macera, executive creative director at TAXI, shared, “The idea of 50 winning tickets each worth $100,000 being out there in different stores across Ontario is pretty  exciting. To capture that excitement, we thought it’d be a lot of fun to make people look  differently at the stores they pass every day and tell them: that’s not a store, it’s a  potential gold mine. So go inside and get your ticket today because it could be a winner.” 

Maxine Chapman, VP brand and marketing officer at OLG, expressed her enthusiasm for the GOLD PURSUIT campaign, stating, "Our new take on a scratch and win ticket is really exciting and engaging for players, and so we wanted the campaign to match that feeling. The thrilling experience of hunting for gold really hit the mark. I’m excited to watch as, one by one, Ontarians find these golden tickets and bring home the win!” 

The $25 INSTANT GOLD PURSUIT ticket launched on January 8th, 2024, marking the starting point for Ontarians to embark on their pursuit to 'Find Their $100K'. The campaign will appear on TV, digital, social, Out of Home, and on OLG's owned  channels throughout the coming months. 

Media for the GOLD PURSUIT campaign was handled by EssenceMediacom, while TAXI took the lead in creative execution.