CT Lottery: Teaching Lottery Lifers How To Draw From Scratch.

Submitted by ckwebacct on Tue, 2011-07-12 11:20
The Challenge: 

For the first time in over a decade, the Connecticut Lottery launched a brand new draw game, Lucky-4-Life, which has a top prize of up to $2,000 a week for life. The game, modeled after the hugely successful scratch tickets Win for Life and Set for Life, is different in that it is a draw game – with two weekly live drawings. Cashman + Katz was approached to develop an extensive campaign designed to quickly raise and sustain the awareness level of this new game in order to develop a significant presence in a relatively brief period of time. C+K was also responsible for educating the public on how to play the game and how easy it was to get a quick pick.

The Approach: 

C+K developed a variety of advertising and media plans including an initial teaser campaign utilizing television, radio, print, and mobile billboards prior to the introduction of the game. Once the game was introduced, a more comprehensive advertising, media, and public relations campaign was launched. Ads were produced for television, radio, print, web, mobile billboards, train station kiosks, cinema slides at various movie theaters throughout the state, interstate billboards. In addition, a number of well-known radio DJs were enlisted to promote the game and help to explain how to play the game and when the drawings would take place. C+K’s public relations team also set-up a number of radio and television interviews with Connecticut Lottery President and CEO Anne Noble. C+K’s media strength leveraged established relationships with media outlets around the state to add value with the media buys to ensure maximize exposure of the new Lucky-4-Life advertisements.

The Results: 

Since the beginning of the Lucky 4 Life’s Launch in March 2009 sales have exceeded the CT Lottery’s expectations, in fact, they are almost double what was projected. In addition, the launch of this new offering has not negatively affected sales of the Lottery’s existing draw games which had been a significant concern.