The New York Lottery

Dana Idema, Director of Advertising

McCann New York *Lead Agency

Lauren LaValle, Group Account Director
Mike Medeiros, Executive Planning Director
Mat Bisher, Executive Creative Director
Grant Smith, Executive Creative Director
Laura Frank, VP, Planning Director
Kenny Gold, Associate Director, Social
Caitlin Bishop, Digital Strategist

Universal McCann

Jamie Kozma, VP Group Partner, Portfolio Management
Rich Anderson, EVP Client Business Partner

As The New York Lottery's original jackpot game, LOTTO has made more New Yorkers millionaires than any other jackpot game.But in late 2015, LOTTO sales were down as newer multi-state jackpot games lured players away with astronomical prize payouts. To reverse this trend, we appealed to the widely shared disapproval of eccentric spending among New York elite and tapped into New Yorkers' "can do it better" attitude. Our integrated campaign, "You'd Make a Way Better Rich Person", led to +17% sales during its first week in-market and +55% sales compared to year prior. Bonus: we earned affinity and relevance for the New York Lottery as a brand.