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CLIQQ LoadTo: 7-Eleven 'Lotto'
As part of its marketing efforts, 7-Eleven convenience store rolled out a lotto promotion called 'LoadTo.' The goal of this spot was to push participation in it. 7-Eleven seized the Filipino cultural behavior of grooming just one lotto number, and betting on it consistently--believing that not quitting on the same number is the sure way to win. Building on this, the spot urges people to join the 7-Eleven lotto on the proposition that it's easier to win in it because one only has to bet on two numbers, not six (as in the national lotto). Agency: GIGIL
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