Bronze - Men

 

Lottery Football Predictions, a Sport Pool Game

 

Loto-Quebec used bathroom humour to advertise its National Football League game.   Specifically, the provincial lottery used an interactive washroom posting to increase the male target’s comprehension of the game of chance and to strengthen the connection between the lottery and the target ticket buyer.  

 

Each washroom was turned into a mini football field using urinals, the floor and the walls surrounding them.   On this “field” consumers were invited to play the role of place kicker.

 

The washrooms themselves were in 125 sports bars and restaurants.   Each venue had to have either a Loto-Quebec sales terminal or be close to a university or a football stadium.

 

The washroom-as-football field was the talk of bars and restaurants chosen, the gaming corporation’s expectations were exceeded in the first four weeks of the campaign.

 

Title:                               Lottery Football Predictions, a Sport Pool Game

 

Advertiser:                    Loto-Quebec, Montreal

 

Agency:                         Touche, PHD, Montreal

 

Media Carriers

/Partners:                     Zoom, Newad

*Source:  Media Innovation Awards, Marketing Magazine