CT Lottery: The Holiday Gift That Lifts - Sales!

Submitted by ckwebacct on Tue, 2011-07-12 11:19
The Challenge: 

Looking to expand its holiday sales, the Connecticut Lottery was introducing some new holiday-themed scratch ticket games and needed an ad campaign to quickly get the message out to the public, given the short shelf life for the tickets. Cashman + Katz was approached to develop a short campaign designed to quickly raise the awareness level of these tickets and increase holiday sales over last year through a brief broadcast ad campaign.

The Approach: 

nstead of focusing on all the different tickets available to play, C+K created a TV and radio campaign that positioned the CT Lottery- and all its various games- as fun to play (as well as to give and receive)- and tied giving CT Lottery tickets as a fun gift for the holidays. A short integrated, one-month plan included an ad campaign featuring television, radio, point-of-purchase display posters and media relations. C+K’s media strength leveraged established relationships with media outlets around the state to add value with the media buys and utilized the “Good Works” TV and radio spots that had recently been created to reinforce the message that, when you play the CT Lottery, everyone in the state wins.

The Results: 

Even with a short campaign that ran at the height of commercial ad clutter for the winter holidays, the CT Lottery’s scratch game sales figures for the week leading up to Christmas exceeded the same period for 2004 by a sales increase of $1.5 million!