Publinter - San Salvador, El Salvador

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April 2009, Vol. 2, Edition 4

Executive Director Memo

Network Update

Financial Update

New Member Welcome

Agency Pitch Mistakes

Agency News - Asia/Pacific

Agency News - Latin America

Publinter - San Salvador, El Salvador

Rino Publicidad - Sao Paulo, Brazil

Agency News - North America

2009 Meeting Schedule

ICOM Website

ICOM on Facebook

Have you heard the ICOM song?

Publinter - San Salvador, El Salvador

New Lottery Campaign by Publinter

The world economic crisis has lead consumers to find new solutions to their financial problems. This is why it became important to reinforce the National Lottery’s marketing efforts with a positive message suggesting the existence of OPPORTUNITIES, which translates to an increase of ones fortune through lottery prizes.

Objectives of the Campaign:

· Generate trust among traditional and potential players.

· Reinforce the sense of “opportunity”.

· Inform about games and prize structures.

lottery logo

Concept:

The new campaign is based on a central concept:

There are always opportunities, there is always lottery.

The goal is to infuse an encouraging vision: the player that wins feels “he has accomplished one of his dreams” when his financial issues begin to disappear thanks to the extra income he received from his lottery prize.

The concept is illustrated with the use of evoking images in before and after scenes. In the before scenes we see the characters worried about their lack of money and in the after scenes they have a winning lottery ticket.

The clarity of this concept, as its empathy with the necessities and aspirations of the average Salvadorian, allows us to adapt the message to diverse means without having to incur in excessive costs.

Partetrasera