Challenge

Increase sales of Jackpot games after a jackpot is hit.

Jackpot sales dropped dramatically after a jackpot was won and the new jackpot became $20 million dollars.

BCH performed a number of focus groups with Lottery Jackpot players and discovered a number of potential motivators, as well as barriers, for playing when the jackpots were “smaller.” As a result, it became obvious that the strongest motivator was the Fear of Missing Out. Where would they be if their normal group of friends played and won, but they didn’t?

Solution

Create a campaign of TV spots featuring funny, yet heartbreaking FOMO moments that ran only after a major jackpot was won and the new jackpot reset.

Results