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Creative in association withGear Seven
Group745

New Hampshire Lottery’s Wipe Out Style Spot Has a Game for Everyone

07/02/2022
Advertising Agency
Manchester, USA
184
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GYK Antler's larger than life campaign highlights numerous ways to get involved in the lottery

The thought of winning big in the lottery feels larger-than-life – almost surreal, right? All the anticipation and excitement of scratching that last spot on your ticket or seeing your lucky number come up, with a big ol’ jackpot just waiting to be claimed.

In a new campaign launching February 9th, the New Hampshire Lottery and agency of record GYK Antler are inviting prospective players to join in on the excitement, the energy, and the endless amounts of fun the lottery has to offer, asking them one simple question: “Are You Game?”

The team created a larger-than-life Wipeout-style game show set, highlighting scratch tickets, KENO 603 and iLottery – just a small sampling of the numerous and rapidly growing list of ways people can experience the NH Lottery for themselves. This is meant to reinforce that no matter who you are or how you like to play, NH Lottery has a game for you.

In a series of three TV spots, local comedian Juston McKinney serves as the “host” of the “Are You Game?” experience, featuring three enthusiastic contestants.

In the ‘Scratch Ticket’ spot, our contestants struggle with the tension of the bungee cord attached to their bodies as they attempt to launch themselves onto a massive 7.25-foot tall by 5-foot-wide scratch ticket to be the first person to scratch and reveal three “Win” icons.

In ‘Keno 603’ spot, our contestants roll down a 70-foot sloped ramp – while inside a giant zorb ball –onto an oversized Keno 603 board, with the goal of being the only player to land on one of the 20 highlighted numbers.

In the ‘iLottery’ spot, which highlights one of the Lottery’s many online games (allowing enthusiasts to play anytime they want from their mobile phone, computer, or tablet), our contestants race through a branded inflatable obstacle course while trying to evade a Joker before playing the Queen of Diamonds e-instant game on the big screen. The first to reveal three Queens is the victor.

The campaign comes to life via TV, radio and social media, with host Juston McKinney adding his signature energy to radio spots across the state. Plans for in-person activations are underway to bring the larger-than-life experience to New Hampshire residents in person in the coming months.

New Hampshire Lottery – Maura McCann, director of marketing: “The New Hampshire Lottery is extremely excited about the “Are You Game?” campaign and we are looking forward to launching this initiative across our channels. I think what immediately drew us to this strategic concept from GYK Antler was the larger-than-life feel of the games, which really draws in the viewer and cultivate the fun, anticipation and excitement we strongly believe our players associate with the New Hampshire Lottery. We are constantly looking for ways to not only engage our current players, but also to reach new audiences, and this campaign does just that by creatively tapping into the natural emotion and energy our games offer.”

GYK Antler – Andrew Harris, creative director: “To us, the New Hampshire Lottery has always been more than just a game. It’s an invitation to join in on the excitement, the energy, and endless amounts of fun. To continue to re-enforce this idea among consumers, especially in the face of alternative entertainment options, we needed a brand idea that would invite consumers to take another look, to engage and be reminded of the over-the-top excitement of playing and winning the NH Lottery. “Are You Game?” is that perfect platform. It’s an invitation to play, as well as a flexible way to highlight the many games and ways to engage with the NH Lottery. We’re excited to see where this takes us!”

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