Who: OLG (Lotto Max brand) with FCB Canada for strategy and creative, Segal Licensing, Common Good for production, original music by Moël, and MediaCom for media.
What: “Dream Drop,” a limited-edition clothing line developed with Toronto clothing brand Mr. Saturday. Each $200 item contains a code that’s redeemable on the OLG website for one $5 Lotto Max ticket every week for one year (approximately a $260 value).
When & Where: The campaign was announced Thursday, and is launching with a pop-up shop at the Toronto restaurant Paris Paris from March 25-27. The full collection will be available to purchase at LottoMaxDreamDrop.com beginning March 28, and is being supported by social posts.
Why: The program is specifically designed to broaden Lotto Max’s appeal with younger consumers. Only 14% of Ontario adults play Lotto Max, according to the OLG, and there have been numerous media reports about millennials not playing the lottery (add it to the long list of things they’re being accused of “killing”).
Research shows that people under 35 are more likely to play if they know their money is going to a good cause, which is why all proceeds from the “Dream Drop” are going to Black Hxouse, a non-profit that provides mentorship, tools, learning opportunities, networking for the BIPOC community.
OLG wants to raise the profile for Lotto Max among younger consumers who might not play, said Marty Hoefkes, associate creative director with FCB. “The goal is to get some talk value and [have the product] show up in places they’ve never really been before,” he said. Coverage of the drop by popular blogs like Hypebeast is a perfect example of what they’re trying to attain, he added.
How: The creative concept here is simple: These new clothes can not only make you look like a million bucks, but also potentially help you win a million bucks.
Mr. Saturday has created a line of 400 pieces including a hoodie, sweatpants, a coach’s jacket and a combo pack consisting of a T-shirt, trucker hat and socks. All of the pieces feature the message “Thank you for dreaming” and feature a code for a $5 Lotto Max ticket each week for a year. Clothing was a natural fit (pardon the pun) with the campaign because it’s a perfect gateway to younger consumers, said Hoefkes.
About Mr. Saturday: Established in 2020 by Toronto designer Joey Gollish, Mr. Saturday specializes in what is described as “oversized, unstructured tailoring, vintage and vintage-inspired specialty fabrics, patchwork applications, and historical references relayed through graphics.” The brand has been featured by several leading media outlets including Vogue, the streetwear blog Highsnobiety, Hypebeast, Women’s Wear Daily, and GQ.
While FCB considered other potential partners, Hoefkes said that Mr. Saturday was a good fit because it’s an up-and-coming Toronto brand that offers “super cool” clothing at “premium but not super-premium” prices.
And we quote: “With the Lotto Max ‘Dream Drop’ campaign, we want to engage younger adult Ontarians to dream to the max. With its short-term nature, edgy creative, and exclusive fashion, this Lotto Max campaign with Mr. Saturday appeals to their affinity for fashion and exclusivity.” —Kim Clark, VP lottery and customer success, OLG.