2020 Winner

CASE SUMMARY

Nothing breaks the daily grind like a team of horses galloping by. To interrupt Chinese Canadians’ mundane routines, OLG and Ontario Racing plastered its “Break the Routine” messaging across radio, TV and OOH, using images of horses racing to get consumers champing at the bit for a visit to one of the province’s tracks. The gaming corp targeted the Chinese audience with larger-than-life posters of horses jumping through the Pacific Mall Gates and with contextual table decals in the food court at First Markham Place, breaking their shopping and dining routines with its convincing CTA. Meanwhile, a TV spot pitted popular pastimes like eating at a Chinese restaurant, singing in a karaoke bar or playing a round of golf with the thrill of live horse racing. The creative campaign delivered 5.1 million impressions and over 1.18 million video views, while also increasing the corp’s click-through-rate by a whopping 26%.

Credits

Agency: Balmoral Marketing Inc.
President & CEO: Sharifa Khan
Vice President & GM: Jeffrey Almeida
Creative Director: Ian Koo
Chinese Copywriter: Adia Li
English Copywriter: Sameer Mittal
Art Director: Nicholas Chan
Digital Manager: Grant Leong
Production Manager: Michael Lui
Account Executive: Jocelyn Lam
Client: Ontario Racing, Ontario Lottery and Gaming Corporation
Production House: Loop Media