Pound & Grain Launches Lotto 6/49 OMG Campaign

Many British Columbia residents, and Lotto 6/49 customers, are unaware that Lotto 6/49 actually gives them two chances to win: the Jackpot prize; as well as a second prize – a raffle draw awarding a Guaranteed One Million Dollar Prize every draw.

Vancouver-based agency Pound & Grain saw an opportunity to rebrand the Guaranteed Prize Draw and position it as an added surprise for players.

Rebranding the second draw as the One Million Guaranteed Prize Draw presented a fortuitous acronym that perfectly encapsulated surprise: OMG Screaming 'OMG!' is also the natural reaction to winning a million dollars. From that simple renaming, the creative then naturally poured forth.

A 30 second TV spot features a family who - unbeknownst to the beleaguered Dad - has just won the One Million Guaranteed Prize Draw and says little but 'OMG!' to each other. In so doing, they comically reinforce the new product name multiple times throughout the spot.

To build awareness for the new OMG branding, the TV spot focuses solely on the secondary OMG prize draw, without mention of the Lotto 6/49 jackpot for the first 6-week phase of the campaign. Following that, the OMG spot includes messaging support for the Lotto 6/49 jackpot.