CLIENT
Camelot Illinois (Private Manager of the Ilinois Lottery)
James Bickford, Chief Commercial Officer
Marisa Zimmerman, Vice President of Marketing
Lauren Averill, Senior Marketing Manager
AGENCY
Aubrey Walker, Executive Creative Director
Ben Bonnan, Creative Director (Art)
Zach Bonnan, Creative Director (Copy)
Michael Craighead, Creative Director (Art)
Guy Madjar, Art Director
Becca Major, Senior Producer
Emily Magyar, Account Director
Framestore
Earhole Studios
Beto Santoyo, Audio Engineer/Sound Designer
360i
SUMMARY
Every year, the Illinois Lottery releases Holiday-themed Instant Tickets. With COVID spiking, interrupting routine purchases, and people visiting stores less than ever, the pressure to drive sales by tying gifting to purchase was on.
Enter For All Those Who Love to Scratch, a campaign delivering on the brand’s purpose to bring joy to Illinois when the state needed it most, and promoting the gift of Instant Tickets for the inner scratcher. The result? $87M in sales (16% above objective) with a brand connection increase of 9%.
