Sometimes you and your competitor are on the same playing field, and sometimes your competitor goes and runs more TV ads than any other brand in 2015.

That ought to bring focus to your strategy. 

To succeed against brute force you need to be precise with your audience and your message. 

In the face of international competition, WCLC was looking for precision with its Sport Select advertising. Through focus groups we learned that Sport Select players love their rituals. The research, the visit to their neighbourhood store, holding the ticket, and most of all, they like getting real cash when they win. 

This year’s campaign marries the ritual with the rush of playing with a campaign that’s full of energy and a bit of levity. 

If you want to take a look at our play book, give us a shout @theBurningBird . We love talking game.