Idaho Lottery

Statewide Branding & Consumer Advertising

As the agency responsible for all consumer advertising in support of the Idaho Lottery’s brand as well as its Draw and Scratch games, our partnership with the Lottery was an excellent example of how we strive to integrate ourselves into our clients’ cultures and work collaboratively to solve their marketing challenges. We produced more than 80 TV and radio spots and hundreds of digital billboards and Web advertisements over a three-year period.

In addition to dozens of Scratch Game promotions, our work spanned multiple statewide media plans for Powerball, Mega Millions, the annual Idaho Million Dollar Raffle, Please Play Responsibly messaging, and a Benefits campaign that was a public service style campaign that educated Idahoans as to how the Idaho Lottery dividend benefits Idaho’s Public Schools and the Permanent Building Fund.

Results

In the third year of our marketing partnership, the Idaho Lottery sold $175.8 million in products, which was an increase of 19.5% over the previous sales year, which itself was a record-tying year. The $28 million increase marked the single largest increase in Idaho Lottery history.

Campaign Components