Category
Awareness Campaign — Hospitality Network
Client
British Columbia Lottery Corporation, Vancouver BC.
Audience
The British Columbia Lottery Corporation is a Canadian Crown corporation that manages all legal gambling products in British Columbia including lottery tickets, casinos and online gambling.
This portion of the project is geared towards lottery players in a pub or bar setting, informing them of upcoming changes to their playing experience.
Challenges
There were several challenges to this project. This was the first time BCLC has upgraded their equipment since the 1990’s — we did not want to remind the public of this issue. We wanted to make this exciting for the player, but not confuse consumers with some of the other lottery campaigns. We also did not want to draw attention to a blackout period, or that this system upgrade would affect some players ability to play their games. And, finally how do you tell this story in a very busy beverage establishment.
Solutions
I developed a concept of a “lottery terminal glow up”. I wanted to make it exciting and special for the player, so I developed the concept of the new FSST machine walking the red (lotto blue) carpet. The carpet and paparazzi background adds excitement to the addition of the new equipment upgrades. I also used tools such as mid-journey to create mock ups for initial mood boards.