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
1990 GOLD
Dollar and a Dream
The Lotto Dollar and a Dream Campaign was developed to accomplish three objectives. The first, to stem the downward trend (-5%) in Lotto sales, was accomplished as sales increased by 35% in the 52 week period following the launch of the campaign. The second objective, to increase Lotto sales during low jackpot games, was met by a 32.5% increase in sales of the lowest jackpot games. And thirdly, the "Dollar and a Dream" campaign helped to significantly improve the image of Lotto among infrequent players and has become enmeshed in society.
Brand:
Lotto
Client:
New York State Lottery
Agency:
DDB Needham Worldwide Inc.
Language:
English
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