DM Brochure
We captured hearts by redefining what winning means
We created a campaign that stood out by celebrating both sides of the win: the big prizes, and the moments people living with heart disease and stroke get to keep enjoying.
Industry
Charity lottery
Output
Omnichannel campaign – Direct mail, TVC, social media ads, billboard
Timeline
September 2023 – February 2024
+139%
Social engagement & CTR
-37%
Cost per click
+41%
OLV CTR
The challenge
During the pandemic, Ontario’s charity lottery market grew more crowded than ever, with new games launching at record speed. Standing out was no easy task for the Heart & Stroke Lottery. Our challenge was to reverse a 40% drop in paid social engagement from the previous two campaigns and reignite performance in online video.
Our approach
Through consumer research, BIMM discovered that lottery players aren’t driven by prizes alone. They care deeply about the cause. To help the Heart & Stroke Lottery’s purpose stand out in a crowded market, we created a new brand platform: Win-Win.
The idea was simple. Beating heart disease or stroke is more life-changing than winning the lottery. Win-Win launched as a 360° campaign across print, digital, social, and TV, celebrating real survivors the same way other lotteries celebrate their jackpot winners.
Paid Social
30 Second TV Ad
Billboard