Massachusetts State Lottery
Scratch tickets sell themselves. But sprinkle on a little weird and you'll sell way more (about 8%).
The Massachusetts Treasurer openly disliked this campaign. But it drove 8% yoy sales lift, so.
Life lesson and career lesson rolled into one: You can’t make everyone happy. Quirky comes in many flavors; this one was not our elected official’s cup of tea. Fortunately, millions of scratch card players had their own opinions, driving significant game growth over the previous year.
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@ Connelly Partners
Art Director: Anna-Ruth Folk
Creative Director: Nick Bontaites
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Campaign development
Copywriting for TV and radio, out of home, print, digital
Holiday Fatigue Syndrome
Bonus Campaign: Let’s just say your odds are good.
It was our job to get folks playing a uniquely Massachusetts draw game with the best odds you can get. We pulled it off without a dropped-R in sight. How ya like them apples?