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Loto-Quebec conducts board game campaign

Loto-Quebec has begun a launch campaign promoting a new product called Boîte à bingo. The campaign, developed by Cossette, features a 30-minute online video that compares the simplicity of the scratch card to the complicated rules of a fictional board game called Frontières et Territoires. The video is hosted by comedians Dave Bélisle and Julien Corriveau. The campaign is aimed primarily at consumers between the ages of 18 and 34.

“Our campaign is an absurdist demonstration of how many board games are ridiculously complicated,” said Vicky Morin, creative director at Cossette. “The goal is to prove that Loto-Quebec’s Boîte à bingo is just as fun, but much, much simpler for those of us who don’t want the headache of complicated rules. We’re still arguing amongst ourselves, but depending on the version, we have calculated eight ways to end the game, except if the polar ice caps have time to melt altogether, in which case, the fun is over.”

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