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%.