Most adults under 35 are more or less indifferent to the lottery industry. To engage them during the festival season, Loto-Québec launched #lesdivertisseurs, a 100% digital campaign built around memorable moments. Local artisans were invited to build entertaining technological installations, and 87 different kinds of content—articles, videos, high-impact banners—were broadcast on digital platforms and optimized in real time based on the type of device, the location and the time of day. In all, the campaign generated more than 7 million qualified impressions and saw 467,000 “indifferent” consumers interact with the content for at least one minute. Quite the feat! Loto-Québec saw a jump in likeability amongst those exposed to the content, and the campaign was even parodied on Télé-Québec sketch comedy show, Les Appendices. Proof that imitation is the best form of flattery!