Lotto Max has announced exciting changes that enhance the prize pool for players. Beginning this April, the maximum jackpot has increased to $90 million, and players will have more opportunities to win a $100,000 prize at each drawing.
Innovative Campaign by Sid Lee
To accompany this upgrade, Sid Lee has rolled out a humorous advertising campaign designed to clearly communicate these changes to the public. Quentin Fachon, a copywriter at Sid Lee, emphasized that the campaign aims to illustrate how the addition of frequent $100,000 prizes increases the chances of winning overall.
Strategic Evolution for Lotto Max
Pascale Dutton, senior marketing communications project manager at Loto-Québec, expressed that these upgrades reflect their commitment to meet players’ expectations. By making winnings more frequent while maximizing the top prize, excitement around each draw is set to increase.
Campaign Details
- Campaign Duration: From April 11 to May 10
- Media Channels: Television, radio, digital placements, and web banners
- Media Strategy: Developed by Sid Lee Média
- Advertising Purchases: Handled by Cossette Média
- Production Team: M&H
Professional Team Behind the Campaign
The campaign features a talented team, including:
- Client: Loto-Québec
- Campaign Director: Janie Thériault
- Creative Director: David Allard
- Head of Production: Carolyne Goyette
Conclusion
The enhancements to Lotto Max and the engaging campaign by Sid Lee mark a significant evolution in the lottery landscape in Québec. These changes, aimed at increasing player excitement and engagement, are sure to attract more participants.
