In lottery marketing, as in America itself, it’s all about the big win. One minute you’re pissing in a pot, the next you’re sitting on a golden throne. All because the lottery called your number at long last.
Cleveland-based independent agency, Marcus Thomas zagged where others zig. The agency’s new work for The Ohio Lottery challenge people’s conceptions of what it means to win by focusing on the emotional impact that can come from smaller, more realistic wins. After all, a small win can still change your life for the better.
The new campaign, titled “Feel Like a Million,” focuses on smaller, more realistic wins that have greater odds of happening. It’s the safer play but in this case, the safe play may also be the smart play.
“Winning enough to move out on your own and still feel at home,” is a line that begs younger people to play the state’s games of chance. It’s sad that it takes a long shot gamble to get an apartment, but that is the situation for many young workers in today’s winner-takes-all economy.
Chief Idea Officer/Copywriter: Joanne Kim
Creative Director/Art Director: Eric Holman
Associate Creative Director/Copywriter: Kevin Delsanter
Director: Eric Anderson
Executive Producer: Jerrod McMillin
Agency Producer: Stephanie Reckentwald
Production Company: The PPS Group
Music: Damon T. Criswell, President Manager of Score Vault, LLC