OLG begins PlaySmart campaign
By Rob Bale
The Ontario Lottery and Gaming Corporation has begun a campaign in support of its responsible gambling program PlaySmart. The campaign, developed by TBWA Canada, focuses on sports betting and is intended to illustrate how the program can “help keep betting healthy and players in control of their game.” It features a new spokescharacter called the PlaySmart Advisor and uses the tagline, “With you every step of the play.” According to the organization, part of the campaign is particularly aimed at “the high-risk player.” The effort consists of television, digital and social media advertising, as well as ads on sports streaming service DAZN. It will run in Ontario until February. Media work is being handled by EssenceMediacom.
“When it comes to gambling, we know it could be hard for players to admit they have a problem,” said Sarah Deziel, associate creative director at TBWA Canada. “For our message to break through, we wanted to disarm them with humour. We think if we can make our targets smile, they’ll be more open to our message and to learning more about the tools available from PlaySmart and OLG.”