Issue:
The Ontario Lottery Corporation created a new instant-win lottery ticket called Cash For Life that offered a top prize of $2000 a week, tax-free, for life.

Implication:
This new type of prize was unknown in Canada, where government lotteries were generally large lump-sum jackpots.

Opportunity:
Akran Communications created a highly entertaining campaign to educate the consumer on the prize structure.

Result:
Cash For Life enjoyed the most successful new product launch in Canadian lottery history. It exceeded its annual budget by 42%