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California State Lottery
Powerball: Believe in Something Bigger

RAN IN: United States

CLIENT
The California State Lottery

Richard Mahan - Deputy Director, Sales & Mktg.
Leticia Saldivar - Chief, Consumer Mktg. & Advt.
Elizabeth Wills - Sr. Advt. Manager, Sales & Mktg.

AGENCY
David&Goliath *Lead Agency

David Angelo - Chairman, CCO
Daniel Kelly - Sr. Copywriter
Kristen Knape - Strategic Planning Director
Stacia Parseghian - Acct. Director
Todd Rone Parker - Sr. Art Director


Initiative *Lead Agency

Robert Holtkamp - SVP, Group Acct. Director
Karen Stevenson - VP, Group Acct. Director


SUMMARY

The California Lottery wanted a strong sales launch for Powerball, the nations largest jackpot game. However, a game this size has sizeable odds, and with the main consumer barrier to playing already being the odds, we needed something greater than imagery of winning to fight consumer cynicism. The strategy: tap into the thrill of hope, not the thrill of winning. Our launch had the largest sales in lottery history, beating our goal threefold. Consumer desire to use the brand went up 10%, attracting almost 10% of the state to play.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Guerrilla,Interactive,OOH

Audience: Men,New Audience,Women

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: Regional

Language: English