CLIENT
New York Lottery
Gordon Medenica, Dir.,Lottery
Randall Lex, Dir.-Mktg. & Sales
Debbie Myers, Co-Dir., Advt.
Debbie Hewitt, Co-Dir., Advt.
AGENCY
Lee Garfinkel, Chrmn.-CCO
John Russo, Exec. Creative Dir.
Joe Cianciotto, Exec. Creative Dir.
Scott Grayson, Creative Dir.
Rich Sharp, Creative Dir.
Leo Mamorsky, Group Acct. Dir.
OMD
SUMMARY
The New York Lottery needed to revive a steady decline of sales of the Take 5 game, one that had inconsistent support and a dated unappealing image. Furthermore, the game was positioned against more modern, technologically advanced and enticing competitors. The challenge was to convince people that luck was not only possible, it was probable because with Take 5 they had 1-in-9 odds to win. This was accomplished by creating a miniature little-bit-of-luck character, a ubiquitous mascot for winning. The result: over-delivery of sales and playership goals.
