Illinois Lottery Looks to ‘Own’ a Media Channel

O&M’s Debut Does Not Include TV in Campaign for All Games
CHICAGO–The Illinois Lottery is betting on a new media strategy and a campaign that unites all its games under one creative theme.
“There is a need to contemporize our image and put a fresh face on the lottery,” said Cathy Beres, deputy director of marketing for the Illinois Lottery. “It’s intended to reawaken the marketplace to us.”
The debut work from Ogilvy & Mather in Chicago features lllinois personalities who play the lottery and is tagged “Players have more fun.” The campaign is what O&M pitched to the lottery in a review late last year. The lottery moved its $18 million account from FCB Worldwide, Chicago.
O&M is relying on radio and outdoor instead of television to make the point that everyone, from celebrities to average citizens, plays the lottery first and foremost for the fun.
“We used kind of a retail mind-set,” said Linda Garrison, managing director of O&M. “You have to really truly own the media channel that you are in. We wanted the market to sense a sort of invasion of the lottery.”
Outdoor ads show an elderly lady in her garden saying that she plays the numbers of Fabio’s birthday. Another features a heavily tattooed and pierced teen with a reptile who says he plays odd numbers.
Celebrity executions hide the identity of the featured player with a “Scratch Here” circle over their faces. The players are later revealed to be celebrities including guitarist Buddy Guy, whose numbers reflect the time he goes to bed (430), or quarterback Jim McMahon, who plays the year the Chicago Bears won the Super Bowl (1985).
Radio teasers, which broke last week, give listeners clues to identify the well-known local musicians who play the lottery. This week, celebrities such as Chicago White Sox organist Nancy Faust and blues musician Magic Slim will be identified in follow-up 60-second executions.
The creative seeks to convey the excitement of playing the lottery, rather than focusing on the possibility of winning, Garrison said.
“You just get a real sense of the fun; and why not take a chance, you might win.” K