OLG HIT OR MISS TARGET BLAST

OLG was launching a new lottery game that works a little different than what we're used to. In draws that happen every 5 minutes, players choose 12 out of 24 numbers and win just as much for missing all 12 numbers as if they hit them - and they can watch all draws live on the OLG app. Neat huh?

To support the launch, we needed a way to drive trial and educate consumers on this new way to play, so we combined new and old to bring the game to life in an interesting way. So, we armed players with Nerf guns and instructed them to play Hit or Miss Target Blast by shooting to select their 12 numbers on a digital touch-screen.

How it worked:

Each player had 20 seconds to shoot 12 foam darts at 24 numbered targets.
A randomizer drew 12 numbers.
The game tallied their hits and misses and awarded them with tiered prizing and a free-play lotto voucher.
They redeemed their voucher at the attached Lotto Kiosk to play for real and then watched the live draws to see if they'd won.

The stand-out space ensured we were impossible to miss - a real hit at games and events across Ontario.

Jessica Tobin: Writer/Concept
Emily Hill: Art Director/Concept
Carlos Garivito: Creative Director