Loto is Chile’s most popular lottery brand. So much so, that previous generations played a weekly ticket as part of their routine. However, in the past years, the people’s mistrust and the rise of social media’s negative image on lotteries, has made Loto’s popularity in recent generations drop significantly.

This is caused by a number of reasons, and among them, this is the most important: In the Chile of today, people no longer believe in luck.

Knowing this, the best way to take on the problem is to show that in everyday situations, even the unusual ones, luck is present. With a series of print ads showing that luck always finds a way, whichever it may be and whenever it chooses to reveal itself. It invites to see the positive in every situation, all through the lens of improbability.

With this campaign, we were able to change what luck meant for chileans, achieving a increase in ticket sales by 9,5% and brand recognition by 6 points compared to the same time last year. Considering this is an irrational buy, the impact was immediate.