|Title||"Hoosier Lottery Imagine That"|
|Agency||SapientNitro North America|
|Date of First Broadcast/Publication||12/2012|
|Business Sector||Lottery & Gambling|
The Hoosier Lottery is the only state lottery named after its people. But ironically, the brand had low recognition and relevance among these people. In a survey, only 35% of Hoosiers felt the Lottery was “for people like me”; as a result, few were playing.
Our solution was to create an entirely new brand for the Hoosier Lottery, in partnership with Hoosiers themselves. In other words: a Lottery for the people, by the people.
Execution & Use of Media
We delivered a platform for real Hoosiers to share their Lottery dreams, through YouTube, Facebook, Twitter and live casting events around the state. They came out in droves to answer this question: “What would you do if you won the Lottery?”
We gave the Lottery a new logo, design system and website, plus a new brand icon—the Dream Cloud, which identified moments and venues for Hoosiers to share their dreams.
From these dreams, we created a new brand campaign: “Imagine that.” The best, most Hoosier-like people and stories appeared in this integrated effort consisting of TV spots, billboards, online ads, print, radio, point-of-sale posters, tweets, Facebook posts, website posts and YouTube videos.
The new, conversation-fueled Hoosier Lottery made Hoosiers feel like they had a hand, and a voice, in creating the brand. They’re still using this platform to share their dreams (and celebrate their wins) today.
Results & ROI
In just a few months, Facebook fans and Twitter followers increased by 116%, with much more active conversation across social channels. And in a new brand-relevance survey, the number of Hoosiers saying the Lottery is “for people like me” increased by 18%.
|Executive Producer||Greg Malone|
|Editing Company||Scoffield Edit|
|Music Company / Composer||Wow Music|
|Executive Creative Director||David R. Mitchell|
|Executive Creative Director||Mr. Peter Kim|
|Art Director||Trevor Shorey|
|Art Director||Eric Jurkovic|
|Art Director||Judie Le|
|Art Director||Dan Peters|
|Art Director||Jeremy Van Cleef|
|Production Company||Road Pictures|
|Project Manager||Carrie Peyer|
|Project Manager||Logan Cummins|
|Account Director||Nicole Torrillo|
|Account Director||Laurie Schneider|
|Account Director||Patty Cohen|
|Account Director||Shannon Safar|
|Agency Producer||Claire Libbing|
|Executive Creative Director||John Carstens|
|Art Director||Jordan Polonsky|
|Experience Designer||Kristin Berggren|
|Interactive Producer||Kerry Aitcheson|
|Interactive Developer||Joeddy Mathurin|
|Interactive Developer||Teddy Hwang|
|Interactive Developer||Patrick Neal|
|Interactive Developer||Matthew Slavin|