It’s what winning sounds like.
OLG | Winner! Gagnant!
OLG needed to connect with 19-34 year old Ontarians.
These younger Ontarians represent OLG’s future - but the brand wasn’t on their radar. OLG wondered if music could be a way to connect with this audience. They asked Behaviour for a music-focused idea.
INSIGHT
We spotted a huge way in. Use the tune that every Ontarian already knows - a tune that’s baked into OLG’s DNA - their longtime wintone, “Winner! Gagnant!”
In our minds, Winner! Gagnant! had wild, untapped creative and commercial potential.
It has deep Ontario roots, and is the most streamed Ontario track of all time.
It’s ultimately OLG’s most authentic musical asset.
It has delivered millions of wins to Ontarians. And billions of dollars to the people & the province.
It’s a great sonic shorthand for winning.
2024 marks its 30th anniversary and somehow it has never yet been celebrated!
IDEA
So that’s what we did. We took “Winner! Gagnant!” out of the corner store for the first time and connected its winning energy to a new generation of players. London Ontario’s electro-duo Loud Luxury and vocalist Preston Pablo created a modern full-length remix of the wintone - complete with pulsating rhythms, soaring melodies, and evolving beats that created an immersive, high-energy track. We filmed the making-of and Loud Luxury debuted the track in their headline spot at the VELD music festival. It was an emotional climax in their set that brought the heart-pounding experience of a lottery win.
We put it on tour across Ontario everywhere that U35s were at play - from social media to media partnerships to parks and music festivals.
The campaign strengthened OLG’s deep connection to Ontario, and established Winner! Gagnant! as a song of cultural legitimacy.
The campaign exceed all ad targets and created new found relevance among our target demographic.
19M
Total
Impressions
18.75M traditional and 249.5K social - exceeding the target by 12 million.
62%
Campaign Engagement
That’s compared to the 34% industry norm. Plus 12.4K 1:1 engagements.
275
Earned Media Stories
With 100% positive sentiment and 62% recall rate (26% more than the norm).
