Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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PROGRAM
2016 GOLD
2016 SILVER
#Unclaimed: The Hunt for a Missing Millionaire
The New York Lottery loves winners, but in 2014 many went missing. Missing winners are bad for business because hearing about winners encourages people to buy tickets. So we went looking for a missing winner whose $7 million ticket was about to expire. Armed with paper and tape, we posted hand-drawn missing person flyers around the winning location. Those small flyers yielded big results. National news networks took notice and brought our message to the masses, engagement with the brand increased by over 100% online, and jackpot sales increased 19%.
Brand:
New York Lottery
Client:
New York Lottery
Agency:
McCann
Language:
English
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
