Brand: New York Lottery
Advertiser: The New York Lottery
Lead agency: McCann New York
Category: Government, Institutional & Recruitment
New York's LOTTO sales were declining rapidly. BIG multi-state jackpot games (Powerball and Mega Millions) were luring players away from LOTTO with the promise of HUGE prize payouts. LOTTO had lost its place in the hearts and minds of New York Lottery players.
Prove to New Yorkers they would be way better at being rich.
Bringing the Idea to Life
Insert LOTTO into the cultural conversation about the eccentricities of New York's ultra rich.
We successfully made LOTTO relevant to New Yorkers again, sparked conversation, reversed a negative sales trend and increased revenue.