The Situation
Connecting with consumers between game announcements can be tricky but important. Our task was to turn a bit of downtime into a meaningful moment of brand connection.
The Insight
The lottery is rife with tropes and tales about winnings with unexpected outcomes. To embrace that knowledge reveals an understanding that makes the brand a touch more human.
The Solve
To land our message, we set it to music. The wholly original tune was crafted to tell the story of family members and friends popping out of the woodwork at the news of a modest win. Keeping things light and relatable, it’s another step for the brand as it continues to build storytelling and brand equity outside of the normal game-announcement routine. Launched in July, the multi-channel effort spans broadcast TV, streaming, social and radio.
