O’Neil Claims a Portion of S.C. Lottery Account

boston—O’Neil Griffin Bodi has leveraged its 17 years on New England Lottery business to win a share of the South Carolina Educational Lottery’s $7.5 million advertising account.

Manchester, N.H.-based O’Neil Griffin joined forces with New-man Saylor & Gregory, Columbia, S.C., to pitch the South Carolina assignment.

O’Neil Griffin was brought aboard on a consulting basis, but as the process wound to a conclusion, NS&G called on O’Neil Griffin to make the final creative presentation. Rawle-Murdy, Charleston, S.C., and Erwin-Penland, Green-ville, S.C., also pitched. This marks the first time South Carolina has run a statewide lottery.

By law, work has to break by the new year, so O’Neil Griffin has already begun producing more than a dozen television and and radio spots. “We had to hit the ground running,” said Gary O’Neil, creative director.

In the commercials, a bus called the “Lottery Express” spreads the word about the lottery.

Work is tagged “Just plain fun,” and features comedian Thom Sharp, the same actor featured in O’Neil’s latest spots for the lottery in New Hampshire.

In a related development, two separate requests for proposals for New England lottery accounts held by O’Neil Griffin are being made available, according to Maura Mc-Cann, director of marketing at the New Hampshire Lottery. One $1.5 million contract covers New Hampshire powerball and instant scratch games.

The other contract, which is worth $1 million, is for Tri-state Lottery products such as Mega- bucks, WinCash and the Daily Numbers Game. Both contracts are put out to bid periodically, and the process does not reflect on O’Neil Griffin’s performance.