SapientNitro North America Creative Work

TitleHoosier Lottery Imagine That
Agency
Campaign Hoosier Lottery
Advertiser Hoosier Lottery
Brand Hoosier Lottery
Date of First Broadcast/Publication
Business Sector Lottery & Gambling
Tagline Imagine That
Story

Strategy

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%.

Media Type Digital
Length
      Executive Producer Greg Malone
Editing Company
      Music Company / Composer Wow Music
Executive Creative Director
Executive Creative Director
Art Director
Art Director
Art Director
Art Director
Art Director
Copywriter
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Production Company
Project Manager
Project Manager
Account Director
Account Director
Account Director
Account Director
Agency Producer
Strategist
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      Executive Creative Director
Strategist
      Copywriter
      Art Director
Experience Designer
Interactive Producer
Interactive Developer
Interactive Developer
Interactive Developer
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Director

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