Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

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PROGRAM

1998 SILVER

How Can You Not

Growth potential for the Scratch Instant Lottery brand weighed heavily on the ability to drive sales among light and non players, yet extensive research revealed there were distinct barriers to play among this target audience. In order to achieve sales growth goals, the Lottery needed to not only build product awareness, but overcome the negative "blue collar" stigma associated with the brand. A successful marketing campaign was developed to upscale the brand image and communicate the "winning moment". Post campaign tracking studies and qualitative research reveal the Scratch product experienced a fiscal year sales increase of 22%, an average monthly game participation rate increase of 4%, a game awareness level which increased to 86% and an improved brand image that has lightened barriers to play.

Brand: Scratch
Client: Washington State Lottery
Agency: McCann-Erickson Seattle
Language: English

1998 SILVER

Mr. Huckster

The "Mr. Huckster" campaign was created in order to insure that the call-for-entries for the "Best of New York" American Advertising Awards would stand out amidst a sea of industry awards show solicitations. At the same time, it was designed to make entry easy and desirable in order to achieve our going in objective of increasing the number of show entries versus year ago.

Brand: Best of New York
Client: Advertising Women of New York
Agency: Saatchi & Saatchi
Language: English

1998 BRONZE

Hometown Mississippi Retirement Campaign

The Hometown Mississippi Retirement program began in an effort to attract soon-to-be-retiring couples to Mississippi. The challenge: overcome the targets possible negative perceptions of Mississippi and to position Mississippi as a state with appealing benefits, with a budget under $500,000. The primary campaign objective was to generate 10,000 - 15,000 lead per year from prospective retirees. In the first year, 35,000 lead were generated, and 45,000 in the second, far exceeding expectations.

Brand: Hometown Mississippi Retirement
Client: Mississippi Dept. of Economic & Community Development
Agency: The Ramey Agency
Language: English