Anne-Marie Voyer, Department Manager, Product Management & Development, Loto-Québec, discussed Ultime, a $100 scratcher.
This was not Loto-Québec’s first $100 ticket. In fact, it has sold six similar priced tickets, but discontinued them after lackluster sales.
They decided to approach the product with a retooled look. “First, we put the consumer first, then design. Another rule broken from our traditional product development because we never put design first. Designing a $100 ticket is all about creating a luxury brand—exclusivity and design. Luxury brands create desire and we needed to inject those ideas into the ticket,” Voyer said.
The final product was a holographic ticket with an envelope that zipped up. The sales were fantastic, reaching their objective in just a few weeks.