2021 Winner

Among Chinese consumers, gambling around Lunar New Year is believed to offer a window into one’s luck for the upcoming year. It’s an occasion during which many people try new games or purchase tickets for friends and family. For PlaySmart, OLG’s gambling information resource, this was an opportune time to educate non-players and casual players on positive play habits. To that end, Balmoral Multicultural Marketing created four how-to-play online videos – focused on lottery, roulette, slots and instant tickets – to pique curiosity and drive traffic to PlaySmart’s Chinese pages, using culturally relevant insights and creative executions. The campaign beat 2020 Lunar New Year awareness and engagement benchmarks by 12%.

Credits

Sharifa Khan, Balmoral Multicultural, CEO & Founder
Jeffrey Almeida, Balmoral Multicultural, VP & General Manager
Johnson Chang, Balmoral Multicultural, VP, Channel Lead
Ian Koo, Balmoral Multicultural, Creative Director
Nicholas Chan, Balmoral Multicultural, Creative Director
Donovan D'Souza, Balmoral Multicultural, Associate Creative Director
Adia Li, Balmoral Multicultural, Copywriter
Jocelyn Lam, Balmoral Multicultural, Account Manager
Keshav Kumar, Balmoral Multicultural, Group Media Director
Janice Yi, Balmoral Multicultural, Media Manager
Stephanie Cou, Balmoral Multicultural, Assistant Media Manager
Simon Zhou, Balmoral Multicultural, Social Media Manager
Grant Leong, Balmoral Multicultural, Digital Solutions Manager