Lottery campaign in tune with hit song

03/30/2007 | Advertising Age (tiered subscription model)

OMD last year successfully revived the hit song, "Quizas," in concert with an outdoor campaign to build public awareness of Chile's new lottery. The agency first familiarized the public with the original version of "Quizas," by having radio stations play it and with a band performing the tune on TV, and then built word of mouth through appearances by the band on buses and subway trains singing the jingle version of the song, before finally launching billboards whose sensors would play the jingle for passers-by.

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