CLIENT
Washington State Lottery
Mike O'Hern, Sales Analyst
Ken Nakamura, Dir.
Michael Cousins, Dir. of Mktg.
David Farris, Mktg. Coordinator
Vince Kueter, Research Analyst
AGENCY
Scott Rasmussen, Brand Planner
Rob Rich, SVP- Group Creative Dir.
Jill Coffman, VP- Sr. Brand Planner
Steve Le Neveu, EVP- Dir. of Strategic Planning
Kristin Mackay, Management Supervisor
Optimedia
Keith Mackay, SVP- Group Media Dir.
SUMMARY
In fall of 2003, the Washington Lottery was set to relaunch its much- loved Lotto game...but with a twist. Average jackpots would be one sixth the size of what our players had become accustomed to. The future looked bleak with a projected 45% drop in playership and a subsequent 70% decline in revenue. To combat this, the advertising had one clear goal: to convince people that it didn't matter what number preceded the six zeros on their check; if they won Lotto, it would change their life forever. As a result of our campaign, the number of people willing to play for a $1-3 million jackpot almost doubled, while the number of people who said they'd only pay once the jackpot was larger than $10 million decreased by half. We actually gained players, rather than lost. And, Lotto ticket sales hit all-time highs at jackpot levels under $5 million.
