FINISHING TOUCHES ON THE HOLIDAYS

Christmas is the most wonderful time of the year. It’s also the most competitive time of the year for businesses hoping to cash in on last-minute gift buyers. For Western Canada Lotter Corporation (WCLC), it’s no different. But do you position scratch tickets as a thoughtful gift? You don’t. Instead, you position them as a holiday tradition. This insight helped inform the spot “The Finishing Touch on the Holidays.” Reminiscent of a Wes Anderson film, scratch tickets are cleverly paired alongside other festive traditions up until the crowning holiday moment: Placing the star atop the tree. In this case, it’s a lottery ticket tree-topper. Not only did WCLC increase its year-over-year sales by 5%, but it also increased Christmas cheer.