The program earned several creative awards and recently picked up a coveted award which recognizes the advertising solely on the merits of its results.
“The metrics surpassed our expectations,” says Maureen. “People asked and we answered – even the stuff that makes you feel vulnerable – and it moved the needle.” More than 65,000 unique visitors have stopped by the website and more than 700 questions have been asked and answered by Atlantic Lottery subject matter experts.
The proof is in Atlantic Lottery’s research which shows unfavourable opinion falling from 38% to 27% since the launch. have also seen significant increases, and exceeded set targets, in areas of importance to Atlantic Canadians. Most significantly, a 20 point increase in agreement that it “invests in Atlantic Canada”, a 16 point jump in agreement of “good corporate citizenship” and an 11 point increase in understanding that it “helps fund social programs in the region.”
Atlantic Lottery has also seen a clear correlation between the media flights and increased interactions on Askaway.ca. They’re hoping that trend continues.
“This isn’t a campaign to promote Atlantic Lottery or get people to buy tickets. It’s about giving Atlantic Canadians the answers they wondered about, on their terms,” says Maureen. “Sure, we answered questions that some would shy away from but AskAway helped people become more familiar with who we are and they can feel good about where their lottery dollars go when they play.”
Written by ALC