Most lottery players are older and, not to be indelicate, literally dying off. We had to convince new and younger players that “chance is a beautiful thing.” After just one year the campaign helped bring in a record $135 million to the state. We started by updating the logo and brand guidelines as part of a 25th Anniversary push.
Old Logo
New Logo
The new brand (and a more youthful sense of humor) were launched on broadcast and as pre-roll films. Spots were later tagged to promote specific games.
The beauty of chance also reached the 25+ set where they live: Spotify and Pandora.
Where do people get lottery tickets? At gas stations. How do they get there? Cars. Thus, lots of outdoor. The “Dive” board never got done, but it was a great idea.
Advertising alone doesn’t persuade millennials. So, we created games that appealed to younger folks, the first agency in the nation to do so.
ChanceItMN.com gave people fun, chance-related content to share—and a way to interact with the brand beyond just checking for winning numbers.
Finally, we created buzz around events that young people were already interested in. You know, like zombies.
CD/AD: Anthony DiNicola, Jared Creason
CD/CW: Ryan Inda
CW: Jim McClarty
AD: Brit Ryan
GCD/CW: Vince Beggin
ECD: Mike Fetrow
CCO: Dennis Ryan
Designer: Nick Smasal
Producer: Darren Larkins
AE: Jennifer Gove, Andrew Donlan
Clients: Jason LaFrenz, Vicki Holets
Agency: Olson