The Arizona Lottery wanted to cut through the clutter of brands that would be reaching consumers across the state during the busy holiday season. We put together a fully-integrated campaign encouraging Lottery loyalists and fringe players alike to become holiday heroes by “saving the day” with Holiday Scratchers®. On TV, we used our brand spokesman Windfall Willie, along with his faithful sidekick Derek, to introduce the new family of tickets (including the first-ever $20 holiday ticket) in a retro-superhero-themed spot. The campaign was an immediate success. Just weeks before Christmas, the Lottery for the first time ever sold out of Holiday Scratchers ticket. Was it an inventory shortage or an amazing advertising campaign? We think it was the latter.
Director: Pete Marquis
:30 TV “Stocking Stuffers”
