Hoosier Lottery
Quick Draw Game Launch
The Hoosier Lottery was introducing its first new draw game in
three years. Williams Randall was tasked with helping to create
awareness of the new game and drive ticket purchases. At the same
time, we had to avoid eating into the existing revenues that
lottery sales were already generating, but instead generate new
sales on top of the existing lottery sales.
So what did we do? We put our imaginations to work. Imagine
yourself on one of your worst days ever. A car douses you with a
muddy street puddle. The barber gouges your hair. Your briefcase
loses a battle with a revolving door. But none of it phases you
because you could be within 24 hours of being a
three-hundred-thousandaire. This...is a Quick Draw day. Our message
that every day could be a Quick Draw day hit the TV airwaves in
primetime while spilling across point-of-purchase materials, radio
stations, and outdoor boards - all the media outlets known to
influence lottery sales. We tailored messages to specific media:
- Gas pumps encouraged people to pay inside for a shot at big winnings.
- Billboards pointed out that other drivers who seemed happy were probably holding tickets.
- The whole campaign dovetailed into one consistent message - your day could be better with a shot at $300,000.
What were the results? The Hoosier Lottery's fiscal year 2009 launch goal of $3 million in sales was more than doubled with $6.9 million. So it was little surprise that the client - who described herself as having very high expectations - said her expectations were exceeded.