LOTO Nicaragua's Initiative Surprised Managua's Residents

More than one million Nicaraguans hit the jackpot recently from the national lottery, Nicaraguan LOTO. No, it’s not because an impressive number of gamblers have pulled together the winning lot. Instead, it was part of the lottery’s initiative to give Managuan’s one lucky day. To promote its new electronic version of the game, the company decided to greet the residents of Managua with different kinds of tickets, all of which were equally winning.

One in six residents, or more than one million people, use public transport every day. Helped by CCCP-McCann Managua, the lottery presented its new service to Nicaraguans in a novel way, and developed a campaign strategically titled as the “Lucky Ride.”

For the launch of their new product, the company decided to make everyone who uses the bus feel the joy of being lucky. All passengers hit gold that day, when they discovered that LOTO prepared a surprise for them by being the official sponsor of their free ride.

The purpose of the campaign was to make people feel the experience of luck. Also, this was the lottery’s way to help people overcome their suspicions and doubts regarding the new electronic gambling system, and start using it like they do with printed lottery tickets.

The idea of the campaign was massively covered by the local media and had pretty impressive results. LOTO’s initiative proved to be an exceptional marketing campaign with sales of 20,000 lotto tickets on the first day and 600,000 by the end of one month. Also, more than 50% of the residents were involved in social media discussions.

“Lucky Ride” is one of the ideas CCCP-McCann Managua will present at Cannes Lions 2017. The creative agency will deliver another impressive project at Cannes, this time for El Gallo Más Gallo, the country’s largest home appliance chain.

“Where The Streets Have No Name,” is a campaign that aims to restore Managua’s street sign system, which was destroyed in the 6.2 earthquake that hit the city in 1972. This unique aspect about Nicaragua’s capital city inspired Bono, lead singer of U2, to write a song with the same title in 1987.