The target audience of this campaign was adult residents of Ontario, Canada (you needed to be an Ontario resident of legal age to purchase tickets). Our agency targeted people based on their interests, including philanthropy, fundraising, charities, and gambling. We also targeted people based on interests related to the prizes that people could win as part of the lottery (home and garden, travel, décor and interior design, vehicles).
The campaign goal was to effectively market the London Dream Lottery and motivate people to purchase tickets sooner than later. Tickets sold out in a record-breaking 14 days. In doing so, we achieved the larger goal of supporting London area hospitals (St. Joseph’s Hospital, London Health Sciences Foundation, and the Children’s Health Foundation), which received fundraising from ticket sales to improve patient care. tbk scoured years’ worth of data and learnings to build the most effective media strategy within all stages of the marketing funnel and purchase journey.
