SickKids Foundation overhauls their lottery program

7/29/2021

Work

by Cossette

Rebrand by Cossette helps redefines charitable lottery landscape.

Ontario’s charitable lottery market is dominated by long-established programs and a handful of category leaders. Seeing this as a market opportunity, SickKids Foundation set out to overhaul their entire lottery program and to redefine themselves within the charitable lottery landscape.

A cornerstone of the strategic overhaul included reevaluating the brand positioning of the SickKids Lottery. In 2018, three years after the multi-award-winning SickKids VS platform was created, the SickKids and Cossette teams saw an opportunity to leverage the power of the brand platform to reinvent the charitable lottery sector and further cement the hospital’s position as an industry leader.

The creative rebrand, which includes lottery-specific 30s TV spots for the first time ever, leans into humour to show a more playful side of the SickKids brand.

SickKids Lottery players are motivated by supporting the hospital, but they’re also motivated by the chance of winning prizes. This shouldn’t be surprising — most of us are more motivated by win-win situations, and that relatability is what makes this campaign more memorable and stand out in the market. The VS platform is so well recognized and has been so well received. We wanted to leverage that and use humour to show a different side of the brand and demonstrate the platform’s versatility.

Craig McIntosh, Executive Creative Director at Cossette

Driven by the desire to focus on the acquisition of new players, this year’s SickKids Lottery features a record number of 10 grand prizes — more than any other charity lottery in Ontario — and maintains the industry’s best 1:2 odds of winning. The team also leveraged data insights to deepen its focus on re-engaging past ticket purchasers, and expanding their cross-selling efforts to their existing donor base. A newly created lottery membership program also provides purchasers the opportunity to sign up to auto-register for future lottery programs.

Everything about this lottery is different, not just for SickKids but for the whole charitable lottery sector in general. The VS platform is so widely-recognizable, and this rebrand was about leveraging that to introduce something complementary that’s as effective as it is engaging. We’ve been able to leverage data to develop a more fulsome marketing approach and deepen our insights to target new, lapsed, and existing purchasers in a completely different and more strategic way.

Heather Clark, SVP of Mass, Direct & Digital Marketing at SickKids Foundation

Sick Kids Lottery Dual Cover Brochure 2021

Credits

Advertising Agency: Cossette

Global Chief Creative Officer(s): Peter Ignazi Executive Creative Director(s): Craig McIntosh, Jaimes Zentil Creative Director(s): Mario Cesareo, Sarah Rutherford Associate Creative Director/Copywriter: Kay Benedek Associate Creative Director/Art Director: Andy Ng Senior Designer: Chelsea Palmer Junior Designer: Olga Netaeva Paula Dopuda VP, Business Lead: Tishan Canagasaby Group Business Director: Daria Lysenko Business Director: Valerie Mascarin Account Supervisor: Emma Sleeper Account Coordinator: Yahya Sidow Chief Strategy Officer: Cat Wiles VP, Strategy: Denika Angelone Senior Strategist: Rami Dudin Senior Strategist: Bella Iannetta VP of Production, Raquel Mullen Senior Production Director: Dawn-Marie Mills Senior Production Artist: Shireen Kok Retoucher: Trevor Gauthier Agency Producers: Andrew Schulze, Haley Stefan

Client: SickKids Foundation

SVP, Direct and Digital Marketing: Heather Clark Director, Direct & Digital Marketing: Vanessa Teall Manager, Direct & Digital Marketing: Max Taaffe Associate Director, Community Stakeholder Relations: Lisa Charendoff Associate, Public Relations: Taylor Huff

Lottery Consultant: Raffle Management Group (RMG)

Lottery Consultant: Karen Baker Lottery Consultant: Gina Pomroy Lottery Consultant: Steve Mowder

Media Agency: OMD

Managing Director: Daryl Heroux Group Director of Strategy: Allyson Banks, Laurie St. John Strategist: Katie Polan, Zoe Sullivan

In-house Production

Agency Producer: Andrew Schulze Production Company: OPC Director: Emma & Michael Executive Producer: Harland Weiss & Isil Gilderdale Producer: Max Brook Cinematographer: Jackson Parrell Editing House: School Editing Editor: Brian Wells Producer: Sarah Brooks Colour/Transfer Facility: The Vanity Colourist: Andrew Exworth Producer: Kayla Baxter

Online Facility : The Vanity

Flame Artist: Kaelem Cahill 3D Generalist: Joaquin Manay Producer: Kayla Baxter Music: Pirate Toronto Audio Director: Tom Eymundson Producer: Joanne Uyeyama Sound Design and Mix: Keith Ohman Mixed at Pirate