Illinois Lottery: Bring back your dreams

This U.S. campaign reinvigorated the Illinois Lottery's "Second Chance" summer promotion - an annual promotion is essentially about losing, because it tries to encourage lottery players to replay their old, non-winning tickets for a chance to win $35,000 each weekday during the summer.

Illinois Lottery: Bring back your dreams

Energy BBDO

SUMMARY

Our challenge was to reinvigorate the Illinois Lottery’s “Second Chance” summer promotion. This annual promotion is essentially about losing, because it tries to encourage lottery players to replay their old, non-winning tickets for a chance to win $35,000 each weekday during the summer. Unfortunately, the Second Chance promotion had been in decline for three straight years, and we were facing negative economic factors which were hindering lottery sales in general.

Through primary research and a reanalysis of existing research, we uncovered two great creative insights: (1) for players, the #1 problem...

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