In Quebec, when something lucky happens, it has become a tradition to say “you should buy a 6/49” lottery ticket. Lotto 6/49 decided to reuse this expression to remind us that luck is all around us.

As already mentioned, Montreal is a city well known for its high-density traffic, and people say that it’s lucky whenever there’s no traffic at the rush hour. Lotto 6/49 decided to highlight lucky moments like these.

Using MTQ data, we pushed real-time messages on electronic billboards whenever there was no traffic. It was the first time a brand could use a reference to MTQ messages.

With our partner Bell media, we choose 4 specific billboards in high- traffic areas in greater Montreal. Afterwards, Bell media built an app that was fed by MTQ data. So anytime there was no traffic on the Champlain Bridge, the app received data from MTQ in real time, then pushed the “no traffic” creative up on the billboard near the Champlain Bridge.

Over half a million drivers have been reached by this initiative. This helped increase the number of 6/49 tickets sold in the Montreal area.