Tiss-oops

Loto Plus is a simple add-on to the main Loto ticket in Mauritius: same numbers, one extra tick, and a second draw that gives players another chance to win. But most players didn’t understand how it worked. They found it confusing or unnecessary and often skipped it. That is, until their numbers came out in the second draw and regret set in. We saw an opportunity to turn that moment of regret into a brand-led reminder. Instead of explaining Loto Plus through ads, we brought the lesson to life right where the pain happens: at the counter. We created Tiss-oops, a branded tissue handed out only to players who chose not to play Loto Plus. Not to mock, but to gently prepare them. Each tissue sleeve carried the line: “We wouldn’t wish it on you… but if your numbers come up in Loto Plus, here’s a Tiss-oops.” No targeting. No media budget. Just perfectly timed human intervention. The system already knew which tickets didn’t include Loto Plus, so at the end of the transaction, when those tickets were printed, the retailer would hand the player their receipt and a Tiss-oops. If they played Loto Plus, no tissue, no issue. We distributed 100,000 branded tissues to top-performing retailers across the island. The reaction was instant. Some players laughed. Some froze. Some asked to redo their ticket on the spot. Others finally understood what Loto Plus really was—not a complicated extra, but a second chance they could have had. With zero media spend, we created 100 percent emotional impact. The campaign sparked organic PR, social buzz, and retailer storytelling. But most importantly, it shifted perception. It turned a vague product into a clear emotional reality. Because in the lottery world, players don’t regret losing. They regret almost winning. And next time, they’ll know: don’t cry. Just Plus it.