Tue, 10 Apr 2018 22:57:48 GMT
Advertising agency Cactus has created an integrated media campaign for client Colorado Lottery to support its new family of Scratch games with a multiplier feature.
The Scratch games, which will sell at a range of $1 to $5, let players multiply their winnings by five ($1), 10 ($2), 20 ($3) or 30 ($5) times per ticket and winnings can range from $10,000 to $100,000.
The creative addresses the multiplier theme, large winnings and family style of play that allows one to buy, play and win in multiples.
In the 30-second TV ad, four players in colour-coordinated quadrants (blue, yellow, green and red) play the game, each at a different price point. As the narrator explains how the various games pay out, we see each player subsequently scratching, looking at the card and doing a victory dance. The tagline: “Multiply your money with new multiplier scratch.” The :30 TV spot is running statewide on network and cable. It airs in popular prime time, highly rated cable as well as news and late-night programming to achieve broad reach.
The concept is simple and targets an audience identified as Scratch “Exploiters,” who skew male, buy Scratch often, enjoy playing multiplier games at the $1 to $5 price point and typically buy multiple Lottery tickets. The multiplier is seen as a feature that makes everything better.
“The task challenged us to approach things from a different perspective,” said Norm Shearer, chief creative officer. “We’re simplifying the choice and putting these four tickets on a stage together, so buying is simple for the consumer.”
Cactus created TV (:30 and :15) and radio spots as well as OOH and POS displays that urges shoppers to “Win Big, Bigger, Biggest, Biggerest!” For TV, radio and OOH creative, there is an English and a Spanish language execution. The campaign will also include paid digital and social media extensions.view more - Creative
Genres: People, Dialogue
Categories: Gambling, Sports and LeisureSapka Communications, Tue, 10 Apr 2018 22:57:48 GMT