ontario lottery and gaming corporation - PROLINE

Rebranding a play-it-safe giant like Proline was both an honour and challenge.
Changing this mark and design system meant giving the brand the push it needed to go bolder and beyond seasoned online-betting platforms.

We launched the brand with PROLINE+ (the digital version of OLG sports betting) by introducing it to the world as THE PLUS SIDE.
Once we gained momentum, we told the world to BRING IT.

Our toolkit became the voice and tone for all things PROLINE.
The PLUS SIDE launched big in the form of a pre-game activation at the Tim Hortons field and continued to show up online through relatable meme content and engaging sports commentary from the OLG Game Plan.

RESULTS

All ads received strong recall, performing on or above norm for motivation to play/register with PROLINE+

Core PROLINE players and U35 grey market players experience above norm & highest levels of recall

Very strong motivation to register and play with PROLINE+, measuring above norm for unique, interesting and enjoyable creative aspects.

44,000 new players added in FY22