Government & Public Service
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad
FILTER BY:
PROGRAM
2014 BRONZE
2014 BRONZE
2014 BRONZE
Powerball: Believe in Something Bigger
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.
Brand:
California State Lottery
Client:
The California State Lottery
Agency:
David&Goliath
Language:
English
FINALISTS
Alcohol. Think Again.
One Drink
Republic of Singapore Navy
It's not crazy. It's the Navy.
Social Development Bank
Shop with Purpose, Empower Productive Families.
