Spooky season is upon us and Loto-Quebec knows just the way to celebrate it in the most frightening way possible. Teaming up with Canadian creative services firm Sid Lee, the Crown corporation revealed everything spooky happening in convenience stores offering the horrifying Phobie scratch ticket. Four locations across the province issued footage of paranormal poltergeist activity.
Seeing the spooky everywhere and connecting with one’s dark side is common around this time of the year, as people are fascinated by the unknown. Facing your fears head first is also among the common feature of the days leading up to Halloween, Dia de los Muertos, and All Saints’Day. Loto-Quebec wanted to also keep a tradition alive for the second year in a row by once again teaming up with Montreal-based Sid Lee.
Loto-Quebec’s Spooky Season
Promoting lottery offerings is essential for their successful sales and increasing popularity. In the spirit of spooky season, the creative company came up with the promotional concept of CCTV showing paranormal activity in Quebec’s retail locations offering one particular scratch ticket – the Phobie one. Leaving a lasting impression and playing with people’s biggest fears is what made the campaign truly impactful.
The aforementioned scratch ticket is returning to many players’ delight allowing people to choose between several disturbing themes. The premium instant lottery tickets come in three varieties – fear of the paranormal with an eerie looking ghost, fear of reptiles with a venomous snake, as well as fear of zombies featuring a corpse’s hand covered in cockroaches. All three of them feature premium quality of the image, as well as a premium feel to them.
Loto-Quebec reached out to four convenience stores in order to popularize the campaign. The stores posted the CCTV footage featuring poltergeist activity as if the uncanny videos have been taken at one of their locations. Making an impact was a leading engine for the unique campaign aiming to make the entire thing as authentic as possible.
Sid Lee Comes Up with Promo Campaign
Publishing the videos on social media made it possible for the wide audience of the four convenience stores to reach as many people as possible. Many of them are potential lottery players that might be interested and even believe the surveillance cameras footage is real. Red Roof, R. Patenaude, Peluso, and Chez Moe convenience stores managed to accumulate a combined upwards of 400,000 views.
The conversation was also fervent in the comments section, surpassing 4,300 shared opinions for a week. Alex Béland, Creative Director at Sid Lee, said the new campaign aimed to reach as many netizens potentially interested in the scratch tickets as possible. It also opened a conversation on the existence of apparitions and an afterlife making the video footage real.
This is not the first time Loto-Quebec has teamed up with the innovative company. Mid-September, Loto-Quebec worked hard on its new Lotto MAX ad campaign. Its main idea is that the first response to a given situation might not be the most proportionate one. Sid Lee’s concept expressed in the promotional campaign was that material possessions are not the sole purpose of one’s life.
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Author: Yolina
Yolina has followed closely the latest development on the Canadian gaming scene over the past years, monitoring the land-based, lottery, and online offerings up for grabs. The dynamic nature of the local lottery and casino fields, as well as the opportunities lying ahead of Canada fire her enthusiasm for what is to come. A sports betting enthusiast, in her spare time Yolina could be found in her natural habitat – turning the pages of biographies and catching up on the latest stand-up comedy podcasts.