Campaign details

Brand: New York Lottery
Advertiser: The New York Lottery
Lead agency: McCann New York
Category: Government, Institutional & Recruitment

Executive summary

The Challenge

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.

The Idea

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.

The Results

We successfully made LOTTO relevant to New Yorkers again, sparked conversation, reversed a negative sales trend and increased revenue.

State of the marketplace & brand's business