Client: Illinois Lottery
Assignment: The new $2 Powerball
After winning the Illinois Lottery Business in 2011 we hit the ground running. Our first big project was the new $2 Powerball. The strategy, BIGGER, BETTER MORE MILLIONAIRES. Our concept, Big Dreams.
Research showed that of those that saw the campaign, 56% would definitely buy a ticket. Unaided awareness of Powerball sky rocketed to new heights and for the first time exceeded Mega Millions. And the halo positively affected all games, lifting instant sales 51% and other draw games 8%, contributing to the second highest sales week in the Lottery’s 38-year history.
Creative Director / AD / CW - Aubrey Walker III