holiday scratchers campaign
In 2017, the Arizona Lottery really wanted to cut through the clutter of brands that were trying to reach consumers during the holiday season. So, we had the Chief Fun Officer Windfall Willie and his sidekick Derek team up to help loyal and fringe players alike become holiday heroes. To get players excited, we launched a fully-integrated campaign including TV, radio, in-store POS and more.
The campaign was an immediate success. The Lottery saw some of their highest holiday sales numbers to date and were looking at a possible inventory shortage after just over one month of the campaign. Oops!
:30 TV
My inspiration from this came from the term, "stocking stuffers." Really? No shit.
But seriously, folks... When it came time to brainstorm ideas for this campaign, the answer was really right in front of me. Scratchers are known to be great stocking stuffers. This immediately made me think of turning this commonly-used phrase into a badass (and somewhat sexual-sounding) superhero duo name.
Working with my AD partner, Adam Garcia, this campaign came to life in no time. Adam is a HUGE comic book nerd so the ideas began flowing from the very beginning.
Awards
2018 Rocky Mountain Emmy Nominee
Tying into the superhero theme and in attempt to really cut through the clutter, we created a comic-book-style print ad that featured illustrated versions of our holiday heroes.
In-store advertising
Everyone buys holiday cards. And most people put cash in those cards. What's better than a few Jeffersons or even a Benjamin? A Holiday Scratchers ticket that could get you like, a BUNCH of Benjamins, that's what!
CREDITS:
Director: Alex Grossman
Creative Director: Ken Phox
Art Director: Adam Garcia