The pool of 6/49 players was decreasing, because people believe they’ll never win the big prize. To combat this glass-half-empty thinking, Loto-Québec launched a campaign showing that, in life, lucky moments are everywhere. And when they happen, ”you should play 6/49”. The brand then capitalized on a meteor shower that takes place in Quebec each year. The team set up camp at Mount Megantic to capture the event live on Facebook. They broadcasted the night sky and each time there was a shooting star, a lower-third featured the 6/49 logo asking consumers to “make a wish.” It even suggested they purchase a ticket. As part of the campaign, the brand also placed ads in the horoscope section of newspapers, and collaborated with The Weather Network to encourage players to buy a ticket when the weather was favourable.