Loto-Québec dévoile son tout premier billet à gratter et à texter

What if a text message were your ticket to winning big? With Animo, its new scratch ’n’ text lottery ticket, Loto-Québec is introducing a new way to play the lottery inspired by our culture of memes and mobile phones. Developed during a joint creative process with Cossette, the series of four tickets, aimed mainly at young adults, features a social media favourite—animals. 

Sporting their best smile or their funniest face, Serge the Chimpanzee, Pogo the Pug, Chouchou the Chihuahua, and Sacha the Cat appear on these whimsical tickets designed by Cossette. Players find out whether their ticket is a winner through animal GIFs sent to their mobile.  

Combining broadcast advertising codes with memetic language, the campaign explores the colourful world of the four animals through clever short content on social media, online, in OOH and at points of sale.