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Award-Winning Work. Record-Breaking Sales.

Background

The Kentucky Lottery has record breaking sales year after year after year.

The Kentucky Lottery has been serving the state for over 30 years, raising money for education, awarding jackpots – and adding a little fun to day-to-day life for millions across the Commonwealth. BCH is proud to have been the Kentucky Lottery’s Agency of Record for close to a decade, and the partnership has led to lots of great creative work.

Industry

Gaming

Services

Branding
Public Relations
Market Research

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Challenge

Keep the Lottery top of mind as a way to add a little fun to your day.

The Kentucky Lottery falls within a crowded space when it comes to the purchase of entertainment-valued products. How can we keep our current customer base engaged and also appeal and broaden our audience base?

Solution

Audience segmentation and messaging

Our job is to understand how different audiences’ value and spend $1-$30 on a little fun and layering in how Kentucky Lottery’s product portfolio can provide that entertainment value for them. While some say broadcast is old-school, we see it as an opportunity to continue to build awareness and provide a true break of entertainment. We then layer this with CTV and digital video placements – this way we are reaching current players and potential new players across all adult age groups – and then couple those ideas with in-store point of sale to create memorability and encourage trial of new games as they hit the retailer’s shelves.

Results

We like to let the numbers speak for themselves:

FY19 sales

3%
Above sales quota

FY18 sales

7%
Above sales quota

FY17 sales

3%
Above sales quota

FY20 Sales

We’re on track to meet FY20 goals with our ad recall studies showing significant increases in likeability and sales staying strong even during the difficult times in our economy.