Lotto Max goes big

The new national lottery's 'Dream Big' campaign spans some major media moves.

Like the jackpot itself, the launch of Canada’s newest national lottery, Lotto Max, is big.  

Rolling out this week, the campaign’s theme is dreaming bigger than you ever thought possible, Lynda Zuliani, director of advertising and business communications, Loto-Québec, tells MiC. The theme is based on the sheer size of the lottery’s escalating jackpot, which starts at $10 million and expands to multiple $1 million lotteries once the main jackpot hits $50 million.

Handled by Cossette, highlights of the Quebec media buy include 30- and 60-second TV spots, full double-page spreads in all the Quebec daily newspapers, 20×40 superboards throughout Montreal and Quebec City, placement on the new Astral digital board in downtown Montreal, wrapped transit buses in five major Quebec cities, takeovers of metro stations in Montreal and a Montreal train station domination featuring large-format branding.

‘The idea was if we had a ‘dream big’ campaign then we had to have a big campaign,’ Zuliani says.

The national campaign’s branding, creative and execution was handled by Bos’s Montreal office, with production of the TV spots handled by Montreal’s Jet Films. Bos worked with Loto-Québec closely on the project, as it oversaw the campaign on behalf of Canada’s five regional lottery corporations.