Yesterday, Ontario Lottery and Gaming announced a plan to pursue potential ticket buyers in a big way. Make that a very big way, given that the new marketing wrinkle is placing advertising on several of the Outdoor Broadcast Network’s giant video screens in Toronto.

Whenever potential winnings for Lotto 6/49 and Super 7 exceed $20 million, the outdoor video spots will add an element of urgency by displaying continuously updated jackpot amounts and draw deadlines. The real-time updates are being added to creative from OLG’s current television campaign by MacLaren Advertising’s Toronto shop. Media Buying Services (MBS), also of Toronto, is handling media buys for the campaign, which will run until the end of March.

‘OBN video boards allow the lotto messages to reach an extended audience prior to each draw,’ says MBS associate account director Richard Rigden. ‘TV creative can be easily adapted at minimal cost and provide a timely reminder to the out-of-home viewer.’