Lotto 649 campaign begins in British Columbia
The British Columbia Lottery Corporation broke a new advertising campaign yesterday for Lotto 649. The campaign consists of three 30-second television commercials as well as out-of-home advertising and point-of-purchase materials. Each commercial consists of slow-motion footage of the first few seconds of a person realizing they have won the lottery. The ads, which use the tagline, "Some moments last forever," also introduce the lottery's new logo. The campaign was developed by DDB Canada of Vancouver. Billboard advertising in the Lower Mainland area will begin later this month and run through the rest of the year. "Players are motivated to play Lotto 649 because it fills their minds with possibilities and makes them feel alive," said Steve Kennedy, vice-president of business planning at DDB Vancouver. "The challenge was to refresh the 649 brand without walking away from its core values. Our solution was to emphasize the excitement of the 649 playing experience, in essence the joy players experience when they found out they've won."